No One Has Purchased Dying Light's $386,000 Collector's Edition in 10 Years
Techland's incredibly expensive Dying Light collector's edition: a successful PR stunt.
Image: insider-gaming.com
Before the release of Dying Light, developer Techland launched a remarkably pricey collector's edition. Ten years on, it remains unsold – a fact that delights the company. Techland's PR manager, Paulina Dziedziak, confirmed to Insider Gaming that the exorbitant £250,000 (approximately $386,000) My Apocalypse Edition was purely a publicity maneuver.
"It was a PR stunt designed to generate media attention," Dziedziak explained. "The goal was to create buzz around the game's launch, and it worked perfectly! We're glad no one bought it."
The extravagant package included in-game character customization, a life-sized Jump statue, professional 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.
Techland's strategic use of the My Apocalypse Edition as a marketing tool raises the question of whether they would have fulfilled the order had someone purchased it. The mystery remains.
