During the release, the male V was the main face of the project, but in subsequent trailers and posters, the emphasis shifted to the female version of the character. This caused controversy among fans who accused the studio of deliberate favoritism.
Igor Sarzyński, one of the heads of CD Projekt RED, commented on the situation and confirmed that the change of image in marketing was a conscious decision. According to him, the studio sought to evenly distribute attention between the two versions of the hero so that they formed "one game." The male V represented the starting stage of promotion, while the female version became the face of subsequent campaigns.
This approach was intended to ensure that both character options had equal presence in pop culture and to emphasize the freedom of choice that underlies Cyberpunk 2077. The studio believes that rotating the images allowed each version of V to receive its own period of audience attention.