Techland's incredibly expensive Dying Light collector's edition was a brilliant PR move. Despite its eye-watering £250,000 price tag (approximately $386,000 at the time), the "My Apocalypse Edition" remained unsold – a fact that delighted the developer.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the exorbitant price was intentional. It was a publicity stunt designed to generate buzz around the game's release, and it undeniably succeeded.
The extravagant package included in-game character customization (the buyer's face in the game!), a life-sized statue of the protagonist, 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.
While the sheer extravagance of the offer was undeniably a marketing coup, the question of whether Techland would have actually delivered the bunker remains unanswered. It's a hypothetical scenario that adds to the intrigue surrounding this unique and ultimately successful PR campaign.
