CD Projekt stock plummets on Witcher 3 marketing blunder

CD Projekt was forced to pre-emptively announce new content for The Witcher 3, one of the most popular video games ever made, and it has caused some damage to the company's stock.

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Today, CD Projekt made a surprise announcement that seemed to come out of nowhere: Witcher 3 is getting a new expansion, it's called Songs of the Past, and it's coming sometime in 2027. But there's a good reason this was a surprise--CD Projekt didn't originally plan to reveal the expansion this way, but instead during tomorrow's special Witcher 3 anniversary stream.

The Polish game devs accidentally uploaded Songs of the Past to the Red Launcher, and within minutes, news of the mysterious project spread all over the internet. So instead of just waiting, CD Projekt tried to get ahead of the leaks and just revealed Songs of the Past without any kind of fanfare or triumph--indicating that the group may have accidentally fouled the initial marketing strategy for the product.

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Investors took notice, and CD Projekt's shares are down more than -7% on the Warsaw Stock Exchange, with stock currently trading at 233PLN, down from from 259.9PLN earlier in the day.

It was also previously reported that The Witcher 3's new expansion was coming in 2026, not next year, so investors may be reacting to this news as well.

CD Projekt is set to hold its Q1'2026 earnings call tomorrow, just an hour after the Witcher stream, and the group's Q&A call will undoubtedly be filled with many interesting questions from analysts.