The Xenodirect is aimed at a core demographic that was already aware of the game, its just neat "here is the game" marketing rather than random bullsho(i)t commercials, and a direct has less mass 'appeal' so to speak. The official twitter and trailers are much the same, they aren't things that your non-follower is going to really stumble across on a day to day basis. Nintendo marketed the game to the core gamer, and barely gave it much else in the way of public attention.
The same sort of attention has been had for Witcher, just on the western end of the spectrum, but for core players this is hardly a hurdle. The game, in and of itself, has been getting proliferated aggressively over the internet by CDPR.
