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, Techland launched a remarkably pricey collector's edition – the My Apocalypse Edition – priced at £250,000 (approximately $386,000). Surprisingly, and to Techland's delight, no one purchased it. This wasn't a failure, but a deliberate strategy.

According to Paulina Dziedziak, Techland's PR manager, the exorbitant price tag was a calculated PR move. The goal was to generate significant media attention and hype surrounding the game's launch, and it undeniably succeeded. The unconventional nature of the edition sparked widespread discussion and coverage.

The My Apocalypse Edition offered an extravagant array of items: in-game character customization, a life-sized statue of the protagonist, parkour training, night-vision goggles, a trip to Techland's headquarters, signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.

While the edition served its marketing purpose perfectly, the question remains: would Techland have fulfilled the order had someone actually purchased it? The company's commitment to delivering the real-life bunker remains unanswered, a fascinating hypothetical. The success of the strategy, however, is undeniable.