Cyberpunk 2077 TCG
Go-To-Market Strategy for a Fandom-Driven Trading Card Game
Project Overview
Cyberpunk is a globally recognized entertainment IP with a highly engaged fanbase built around narrative, world-building, and identity. While the brand has strong cultural reach through its video game and related media, translating that fandom into adoption of a trading card game presented a non-obvious challenge.
The trading card game category is crowded and highly stratified, with established players relying on entrenched communities, competitive circuits, and long-standing literacy around game mechanics. Cyberpunk’s core audience does not naturally overlap with traditional TCG players, creating a gap between brand affinity and product familiarity.
The challenge was to design a go-to-market approach that respected the existing Cyberpunk fan base while lowering the entry barriers that are inherent to TCGs, without positioning the game as niche, exclusionary, or overly complex.
Research into the trading card game landscape highlighted a sharp divide between how established and emerging titles approach growth. Legacy TCGs rely on entrenched player bases, competitive circuits, and long-term mechanical mastery, while newer independent titles depend more heavily on identity, creator trust, community-driven education, and a reliance on local game stores.
Across both segments, successful launches share a common requirement: lowering the cognitive barrier to entry without undermining credibility, collectibility, or long-term engagement. This tension is particularly pronounced for licensed IP, where brand affinity and IP strength alone does not guarantee product adoption or success.
For Cyberpunk, this analysis suggested that a conventional TCG marketing playbook would be insufficient. Any effective go-to-market strategy would need to translate category norms into language and formats that aligned with narrative immersion and cultural identity rather than competitive expertise.
Trading Card Game Industry Analysis
Social Media Strategy & Execution Framework
Social media was designed as a primary on-ramp for new audiences unfamiliar with trading card games, while also supporting long-term engagement for collectors and competitive players. The strategy prioritized narrative immersion, education, and community participation over short-term promotion, aligning content with how Cyberpunk fans already engage with the IP.
The following deck outlines how social media should support launch readiness, audience segmentation, and long-term growth, including its role alongside newsletters, local game stores, and broader GTM initiatives.
Social Media Strategy Overview
To support consistency and scalability, content was organized into defined pillars that balanced hype, education, and community engagement. This framework ensured that each post served a clear purpose, whether introducing new players, deepening collector interest, or reinforcing long-term retention.
To demonstrate how the strategy translated into execution, sample post concepts were developed across key content types, including card reveals, artist spotlights, gameplay education, and community-driven formats.