Techland's incredibly expensive Dying Light collector's edition was a publicity masterstroke, not a genuine sales item. The £250,000 (approximately $386,000 USD) "My Apocalypse Edition" was designed to generate excitement surrounding the game's launch, and it succeeded spectacularly. According to Techland's PR manager, Paulina Dziedziak, the company is delighted no one purchased it.
Image: insider-gaming.com
The extravagant package included in-game character customization, a life-sized statue, 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. This clearly demonstrates the edition's function as a marketing tool.
The question remains: what if someone had bought it? Would Techland have fulfilled the promise of the real-life bunker? The mystery remains unsolved, a testament to the successful, albeit unconventional, marketing strategy.
