Even before the launch of the thrilling zombie-action game Dying Light, developer Techland introduced an astonishingly pricey collector's edition. Yet, in the decade that followed, no one came forward to buy it—and Techland couldn't be happier about that.
Image: insider-gaming.com
In truth, Techland never anticipated anyone would actually purchase this extravagant edition. According to Insider Gaming's interview with the studio's PR manager, Paulina Dziedziak, the purpose of this lavish offering was far from sales-driven.
“It was a PR stunt designed to capture media attention due to its wild and unconventional nature. The goal was to generate buzz around the game's release, and it certainly achieved that! Thankfully, no one ended up buying it,” she explained.
If someone had been willing to spend £250,000 (equivalent to $386,000 at the time), they would have been the proud owner of the My Apocalypse Edition of Dying Light. This package promised an array of unique rewards, including the buyer's face being inserted into the game, a life-sized statue of the protagonist “Jump,” parkour lessons from professional freerunners, night-vision goggles, an all-expenses-paid trip to Techland’s office, four signed copies of the game, a Razer headset, and even a custom-built survival shelter crafted by Tiger Log Cabins specifically designed for zombie defense.
From the outset, Techland viewed the My Apocalypse Edition as a marketing tool. This strategy raises an interesting question: What if someone had actually purchased it? Would the company have gone through with building and gifting a real-life bunker? Unfortunately, we'll never know for sure.
