Lajciak: I disagree with the notion that pre-orders are inherently bad. Some companies have earned my trust sufficiently that I am willing to "reward" them by pre-ordering their games, even though I could wait until release to purchase them. CD Project is an example of one such company -
Gearbox was once highly esteemed in the minds of many gamers, thanks to their work on Halo PC/Halo CE, and Borderlands. Then came Duke Nukem Forever, and the debacle that was Aliens: Colonial Marines. BioWare was once considered to be almost infallible among gamers -- then came DA2, and the ME3 debacle. Then we have Bungie and the controversy surrounding Destiny and its DLC-heavy piecemeal story.
I'm not saying that CD Projeckt/CDP Red are going to screw up with Witcher 3, or Cyberpunk 2077, or any other game they make. But It's dangerous to simply assume that a product is going to be good just because of the name of the developers.
Lajciak: This can even have a positive effect on some companies, as the ones who consistently deliver and earn the trust of their customers can get rewarded by getting money earlier...
The problem is that there's no accountability here. The temptation is just too great for a company/publisher/studio to ask for money today, and then deliver a cheaply-made, chopped-up piece of garbage tomorrow. The many failed or underperforming crowdfunded games out there can attest to this. So they lost some good will on shipping a bad game that was a Steam best-seller in the preorders? They don't have to worry. They can count on the customers coming back again and again (all they have to do is prepare some slick marketing materials).
Lajciak: some of the pre-order money might can even be funneled into polishing the game the company in question is still working on, thus ensuring a less buggy game on release.
Unless the pre-orders are started fairly early on in development, I doubt that there would be enough time/opportunity for the QA team or others across the other departments (design, art, coding) to see that money. Otherwise, you'd might as well go for crowd funding (FTL is an example of this; the game was almost done when the KS for it was started, and the money all went into testing, fixes and general polish).
Lajciak: ...it keeps the company on its toes, as trust is easily lost if expectations are dashed... and then the company loses the benefits of pre-orders.
Again, there is actually no accountability here. They've
already gotten your money. All you have is the promise from them that they'll deliver a good product (or even deliver anything at all, in some cases). As we've seen time and time again, it doesn't matter if they garner anger from their customers for shipping a bad product. All they have to do is issue a public apology, draft some good bullshots or prepare an excellently made vertical slice demo, and they're all set for the next round.
Lajciak: Of course, my theory only works if people pre-order judiciously based on consistency of quality outputs from the given company. That pretty much precludes pre-orders from Ubisoft or EA, for example, which have made some great games, but also a plethora of mediocre ones - that certainly does not inspire confidence in their consistent performance.
On that note, how much are you willing to bet that in 6-12 months, everyone will have forgotten about Assassins Creed Unity, and people will be rushing to preorder the next Assassins Creed game, on the promise that "No, really, it'll be good this time..."