by Oliver Mar 04,2025
Techland's wildly expensive Dying Light collector's edition was a brilliant PR stunt. The £250,000 (approximately $386,000 USD) "My Apocalypse Edition" was never intended to sell, and Techland is delighted no one bought it.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the exorbitant price tag was a strategic move to generate hype surrounding the game's launch. The plan worked perfectly.
The extravagant package included in-game character customization, a life-sized statue of the protagonist, professional 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 prospect of someone actually purchasing the edition remains a fascinating "what if," it's clear Techland successfully leveraged the My Apocalypse Edition as a highly effective marketing tool. The question of whether they would have fulfilled the order, including the construction of the bunker, remains unanswered—and likely will forever remain a mystery.
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