No One Has Purchased Dying Light's $386,000 Collector's Edition in 10 Years

Techland's incredibly expensive Dying Light collector's edition: a successful PR stunt.

Image: insider-gaming.com

Before the release of Dying Light, developer Techland launched a remarkably pricey collector's edition. Surprisingly, and to their delight, no one purchased it. This wasn't a failure, however; it was a calculated PR move.

According to Techland's PR manager, Paulina Dziedziak, the exorbitant £250,000 (approximately $386,000) price tag was intentional. The goal was to generate significant media attention and hype surrounding the game's launch – a strategy that proved highly effective.

The "My Apocalypse Edition" offered an extravagant array of items: inclusion of the buyer's likeness in the game, a life-sized statue of the protagonist, parkour training from professionals, 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.

The edition served its purpose as a marketing tool. The question of whether Techland would have fulfilled the bunker promise remains unanswered, a hypothetical scenario that adds to the intrigue of this unusual marketing campaign.