Techland's wildly expensive Dying Light collector's edition was a brilliant PR stunt. The £250,000 (approximately $386,000 USD) My Apocalypse Edition, which included features like in-game character insertion, a life-sized statue, parkour lessons, and a custom zombie-proof shelter, was never intended to sell.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the goal was purely to generate hype for the game's release – a strategy that proved remarkably successful. The exorbitant price tag ensured that no one would actually buy it, eliminating the risk of fulfilling the extravagant package's promises.
The contents of the My Apocalypse Edition were truly remarkable: a personalized in-game experience, a life-size Jump statue, professional parkour training, night vision goggles, a trip to Techland, signed game copies, a Razer headset, and a bespoke survival shelter built by Tiger Log Cabins.
While the success of the PR stunt is undeniable, the question of whether Techland would have delivered the promised bunker remains unanswered. It's a fascinating "what if" scenario, a testament to the effectiveness of a bold marketing campaign.
