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Techland's incredibly expensive Dying Light collector's edition was a publicity masterstroke. 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 point was intentional. It was a calculated PR stunt designed to generate buzz around the game's launch. The strategy worked perfectly; the extravagant offering garnered significant media attention.
The contents of the My Apocalypse Edition were equally extravagant: a customized in-game appearance, a life-size statue of the protagonist, professional parkour training, night vision goggles, an all-expenses-paid trip to Techland's headquarters, four signed copies of the game, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.
While the success of the PR stunt is undeniable, the question remains: would Techland have fulfilled the order had someone actually purchased it? The company's commitment to delivering the bunker remains a fascinating, unanswered question. The reality, however, is that the My Apocalypse Edition served its purpose flawlessly as a marketing tool.
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