Do Hype à Crise: reflexões sobre o gerenciamento de crise no lançamento do Cyberpunk 2077

Abstract

The launch of the action RPG video game developed by CD Projekt Red and published by CD Projekt, Cyberpunk 2077, was one of the most hype in the video game industry in recent years. However, this event was marked by a series of problems, including technical problems and bugs that generated great dissatisfaction among players, resulting in an image crisis for the development company. Considering these elements and studies in the area of Public Relations on reputation building and crisis management, this text aims to analyze through a case study how CD Projekt created a hype - extreme product promotion - around the game Cyberpunk 2077 and managed the crisis installed after the problems that occurred during its launch. To this end, a bibliographical research is carried out, to work on the concepts pertinent to the study, and a content analysis of the posts of the aforementioned company on its institutional profiles on the old Twitter and YouTube, the comments made by the audiences affected by the failed launch and posts of the same on these same channels.