Techland's incredibly expensive Dying Light collector's edition was a brilliant PR move. Despite its eye-watering £250,000 price tag (approximately $386,000 at the time), the "My Apocalypse Edition" remained unsold – a fact that delights the developer.
Image: insider-gaming.com
Techland's PR manager, Paulina Dziedziak, confirmed the edition was purely a publicity stunt. Its outrageous nature successfully generated significant buzz around the game's launch. The company never anticipated a sale.
The extravagant package included in-game character customization (the buyer's face in the game!), a life-sized statue of the protagonist, parkour training, night vision goggles, an all-expenses-paid trip to Techland, signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.
The success of the stunt highlights Techland's clever marketing strategy. While the question of whether they would have fulfilled the order remains unanswered, the lack of a buyer ultimately solidified the campaign's effectiveness.
