It’d be weird for a company to say they don’t want you to buy their merchandise. On the surface, a video game developer CD Projekt telling fans to avoid buying promotional apparel online seems counterproductive to their mission, but really it’s trying to protect its customers from scams while looking out for its own future interests, too.
After unveiling its ambitious (and Keanu-filled) video game “Cyberpunk 2077” at the E3 conference this year, CD Projekt gave fans promotional apparel, like T-shirts and jackets, featuring the game’s logo and branding. Since the game has been hyped up even before it was public knowledge that it would include Keanu Reeves, who’s having a moment right now, the shirts and jacket were show favorites.
As people have done with previous promotional items-turned collector’s items, fans lucky enough to have received “Cyberpunk” gear at E3 put some of it up on eBay for exorbitant prices. Some jackets are selling for as high as $450.
Not wanting its fans and customers to get gouged by opportunists, CD Projekt employees have taken to social media to dissuade people from buying the gear, and promised that the items will be available in an official capacity soon, presumably at much more reasonable prices.
Please don’t buy the Cyberpunk 2077 jacket on eBay for 400 usd. The plan is to have a similar version in our store. pic.twitter.com/mzG033zGjJ
— Rafal Jaki (@GwentBro) June 13, 2019
This is hardly a new practice. When things are created in this promotional capacity and released at event, their exclusivity factor bumps the perceived value up. Especially in a day and age where people share their swag online for everyone to envy, the demand skyrockets almost instantly.
When Patagonia announced it would stop providing vests for certain corporate clients, they sold like hotcakes. Those Selena grocery store bags created long lines at the store. And Bud Light’s genius Washington Capitals shirts were a huge hit. There are countless examples of this.
But rarely do you see the company in charge stepping in to stop re-sellers. It’s a respectable move from CD Projekt, but it’s not entirely altruistic. The developer also wants to make sure people buy merch directly from its web store once the items are released.
Don’t spoil your appetite on candy before dinner, you know? We call that a win-win.
