CD Projekt RED revealed what to expect from the marketing campaign for The Witcher 4

To be honest, when we were kicking off the marketing campaign officially with pre-orders, which was the Keanu on stage [moment, at E3 in June 2019], the plan was actually to launch roughly one year later. It just didn't really work. So we didn't really plan for like a two-year campaign, and I still think that one year would really be fine [in terms of] time for a promotional campaign of that game.

For a new game, we would still expect a slightly longer — but not two-year — lasting campaign.

I want to stress: it doesn't mean we would not tease or drop some cool assets before [a full reveal]. Because the marketing campaign, slightly earlier before the launch of the game, that's different than the actual, say, 'mass attack'. Mass attack is when you announce the date, you start collecting the pre-orders and it really is that race from that point, that moment, to the moment you launch the game.