Techland's incredibly expensive Dying Light collector's edition: a successful PR stunt.

Image: insider-gaming.com

Before the launch of Dying Light, developer Techland released an exorbitantly priced collector's edition – the My Apocalypse Edition – priced at £250,000 (approximately $386,000). To their delight, nobody purchased it. This wasn't a failure, but a deliberate strategy.

According to Techland's PR manager, Paulina Dziedziak, the edition was purely a publicity stunt. Its outlandish nature was designed to generate significant media attention and hype surrounding the game's release. The plan worked perfectly.

The My Apocalypse Edition offered an extravagant array of items, including the buyer's likeness integrated into the game, a life-size statue of the protagonist, professional parkour training, night vision goggles, an all-expenses-paid 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 success of the PR campaign is undeniable, the question remains: would Techland have fulfilled the order had someone actually bought it? The company's commitment to delivering the bunker remains a tantalizing unknown.