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Even before the release of the zombie-action game Dying Light 2, developer Techland unveiled an outrageously expensive collector's edition. Intriguingly, despite the passage of a decade, no one has ever purchased it—a fact that the company is quite happy about.
Image: insider-gaming.com
Techland’s PR manager, Paulina Dziedziak, revealed to Insider Gaming that the exorbitant edition was never intended for sale. It was, in fact, a brilliant PR stunt designed to generate buzz around the game's launch. Its unconventional nature successfully captured media attention, achieving its goal perfectly. The fact that no one bought it is a testament to its success as a purely marketing-driven initiative.
The £250,000 (approximately $386,000 at the time) price tag would have bought the buyer the ultimate Dying Light experience: the My Apocalypse Edition. This included having their likeness incorporated into the game itself, a life-sized statue of the protagonist "Jump," professional parkour lessons, night-vision goggles, an all-expenses-paid trip to Techland's headquarters, four signed copies of the game, a Razer headset, and a custom-built zombie-defense survival shelter created by Tiger Log Cabins.
Techland's strategic use of the My Apocalypse Edition as a marketing tool is clear. The question remains: what if someone had purchased it? Would Techland have fulfilled the promise of constructing and delivering a real-life bunker? This remains an intriguing, unanswered question.
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