Techland's incredibly expensive Dying Light collector's edition was a brilliant PR stunt. Despite its eye-watering £250,000 price tag (approximately $386,000 USD at the time), the "My Apocalypse Edition" remains unsold – a fact that delights the developer.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the exorbitant price was intentional. The goal wasn't to make a sale, but to generate hype surrounding the game's launch. And it worked! The unconventional nature of the edition garnered significant media attention.
The extravagant package included: in-game character customization (the buyer's face in the game!), a life-size statue of the protagonist, professional parkour lessons, night vision goggles, an all-expenses-paid trip to Techland's headquarters, four signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.
While the success of the PR campaign is undeniable, the question of whether Techland would have actually delivered the promised bunker remains unanswered. It's a fascinating hypothetical, but thankfully for Techland's budget, it will stay just that.
