The Cyberpunk Effect: How CDPR's Long-Awaited Game Has Made Its Mark On Meme Culture

Unlike some years lacking in hype and controversy surrounding the gaming industry, 2020 has been filled with highly anticipated and debated game releases. Between the controversial reception of The Last of Us Part II and the Halo Infinite gameplay demo, there is little doubt that AAA games this year are subject to near unparalleled media attention and online discussion.

Perhaps the most anticipated release this year is Cyberpunk 2077, a futuristic RPG with a heavy emphasis on details and storytelling set in the Cyberpunk universe. While the cyberpunk aesthetic has been prominent in online culture for what seems like decades, something about 2077 has granted it a following unlike any other. Since its first teaser trailer in 2013, the seven years that followed have given the game cult-like status in meme culture. But how did this highly anticipated title manage to impact the memescape over such a long period of time? Let's take a deeper look at 2077 and analyze how it rose from being "just another game" to the subject of countless memes and iconic formats.

The Development Drought (2013-2018)

The development cycle of 2077 has played an immense role in the game's following. Between its reveal trailer in 2013 and the world premiere at E3 2018, the five-year drought led to Half-Life-3-style conspiracies attempting to uncover why the game had seemingly dropped off the radar. Developed by the widely respected studio CD Projekt Red (CDPR), many found themselves asking for updates about the game's progress and what players could expect from it for years. What little news eager fans did receive was mostly about how it was grander than CDPR's previous titles like Witcher 3.

During the drought, the game was largely forgotten by many. It only found its way to the occasional top 10 videos of games that never released or was memed for being stuck in purgatory, as seen with other long dev cycles such as Mount & Blade II. Eventually, E3 2018 came around and blew away the expectations of skeptics and fans alike. As if the trailer wasn't breathtaking enough, there was one man who elevated it further.

E3 and "The Breathtaking Man"

Meme culture has shown us that it only takes the right person at the right time to go viral. For 2077, the man to propel the game into renewed interest and hype was none other than Keanu Reeves. His appearance at E3 2018 and his inclusion in the game sparked a whole host of memes. From the famous heckler shouting “You're breathtaking!” to Mini Keanu and “We Have A City To Burn” these incarnations that incorporated his appearance into mainstream meme culture would spread across the web.

Despite an overwhelming majority of these formats being focused more on Keanu rather than the game, it still brought a great deal of attention to the concept of Cyberpunk. At this point, the cyberpunk aesthetic itself would experience a revival in popular culture, though not exactly in the conventional sense.

Cyberpunk 2020?

As well-received Keanu's appearance was, the game's subsequent reintroduction into meme culture breathed new life into cyberpunk itself. As previously mentioned, the cyberpunk aesthetic has permeated popular culture for decades. Between influential films like The Matrix and Blade Runner to the critically acclaimed Deus Ex video game series and William Gibson's classic novel Neuromancer, the concept of a futuristic dystopia continues to make its presence felt.

While 2077 may be the newest piece of media to showcase this unique style, many would argue that we are already living in a modern cyberpunk dystopia that elevates 2077 by comparing it to reality. Macros and videos, such as “Cyberpunk 2077 America Edition,” compared real-world clips of reality around the globe to the setting of 2077. Street violence, advanced technology, questionable governments and more were humorously used to demonstrate that the real cyberpunk is not the game, but the world outside. Edited to the E3 trailer's audio, it posed the question, "Why even bother waiting for the game when all of it is happening outside?"

Darker Themes, Lighter Memes

While the game itself attempts to show a gritty and dark story, the memes tend to show otherwise. Opposed to previous comparisons between cyberpunk dystopias and reality, these compilations and memes are more humorous than cynical. Take, for example, the You Look Lonely scene from Blade Runner 2049. Similar to 2077 meme formats, the scene was used in popular memes in a humorous vein. However, it is perhaps better known for its rather depressing interpretation in the form of Wojaks on 4chan. Instead of representing modern society's comical insanity, it represents a darker perspective about the artificial -- akin to the movie's intended message.

It's this sort of distinction that makes the cultural case surrounding 2077 so unique. The hype surrounding the game, the Keanu memes, and the humorous Cyberpunk edits show a lighter side to the aesthetic of the genre that isn't seen as often. But the strangest part of this entire phenomenon is that the game isn't even out yet. All of the memes and cultural aspects have been pulled from marketing material, rumors and events. How the memescape will change once the game is finally released remains to be seen, but it is without question that Cyberpunk 2077 has left a significant impact on meme culture even before people have gotten their hands on it.

Meme Insider is a Know Your Meme publication and the world's leading internet trends and culture magazine. Find out how to get your first print copy for free, and check out the Meme Insider website for more info.