Physical Dominance: How CD Projekt’s Player-First Strategy Won on Switch 2

In an increasingly digital-first video game market, the decision by CD Projekt to release a full, physical cartridge for Cyberpunk 2077 on the new Nintendo Switch 2 was a significant and telling gamble. While many third-party publishers have opted for the cheaper and more convenient “game-key card” format—a physical shell containing only a download code—CD Projekt’s commitment to delivering a complete, “plug and play” experience has paid off in a massive way. The company’s latest financial report reveals that a staggering 75% of Cyberpunk 2077’s sales on the platform were physical copies, a figure that sends a clear message to the industry: a substantial segment of the gaming community still values physical media, and doing “the right thing” by the consumer can lead to significant financial success.

The “game-key card” has become a point of contention for many players. While it provides a way for a game to have a presence on retail shelves without the cost of manufacturing a high-capacity cartridge, it also negates many of the core benefits of physical ownership, such as game preservation, offline access, and the ability to resell or lend a game. For a game as large as Cyberpunk 2077, a digital-only or game-key card release would have required a massive download, putting a significant burden on players with limited internet access or data caps. By opting for a full cartridge, CD Projekt eliminated this barrier, demonstrating a deep understanding of the Nintendo player base’s preferences, which have historically leaned towards physical ownership. As CD Projekt’s Vice President of Business Development, Jan Rosner, stated earlier this year, “The right thing to do was to have it out on the cartridge with a plug and play experience.”

More Than Just Sales: The Power of Player Goodwill

The 75% physical sales figure is more than just a data point; it’s a powerful indictment of the industry’s trend towards devaluing physical media and a testament to the power of player goodwill. Here’s what this landmark sales split signifies:

• A Vote of Confidence for Physical Media: This data clearly demonstrates that the physical market for video games is far from dead, especially on a console like the Switch 2. It’s a wake-up call for publishers who have been using game-key cards as a cost-cutting measure, proving that consumers are willing to put their money where their values are.
• Building Trust with a Community: After the tumultuous launch of Cyberpunk 2077, CD Projekt has been on a long and deliberate road to redemption. The decision to release a full cartridge on Switch 2 is another step in that process. By prioritizing the player experience over a small increase in profit margins, the company is rebuilding the trust that was lost in 2020. This “player-first” philosophy is a core part of the company’s DNA, and this move reinforces their commitment to those values.
• A Competitive Advantage: In a launch window where many third-party titles were released as game-key cards (such as Borderlands 4), Cyberpunk 2077’s physical presence stood out. This made it a highly desirable option for collectors and gamers who prefer physical copies, giving the game a significant competitive edge in the retail space. It’s a strategic move that not only earned the company goodwill but also resulted in a clear sales advantage.

The success of Cyberpunk 2077‘s physical release on Switch 2 is a case study in effective consumer-centric business strategy. It shows that in a landscape where many publishers are pushing consumers towards a digital-only future, there is still immense value in catering to the desires of a dedicated player base. CD Projekt’s gamble paid off, not just in sales, but in solidifying its reputation as a company that listens to its fans and is willing to go the extra mile to deliver a quality product. In the ongoing debate over the future of physical media, this data provides a compelling argument that the game industry should not underestimate the power of a proper physical release.