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

Before the release of Dying Light, developer Techland unveiled an extravagant collector's edition priced at a staggering £250,000 (approximately $386,000). Remarkably, no one purchased it – a fact that delights the company.

Image: insider-gaming.com

According to Techland's PR manager, Paulina Dziedziak, the exorbitant price tag was intentional. "It was a PR stunt," she stated, "designed to generate media attention. The goal was to create buzz around the game's release, and it succeeded! Thankfully, no one bought it."

The My Apocalypse Edition offered an unparalleled array of items: inclusion of the buyer's likeness in the game, a life-sized statue of the protagonist, professional parkour lessons, night-vision goggles, an all-expenses-paid trip to Techland's headquarters, four signed game copies, a Razer headset, and a custom-built zombie-proof survival shelter by Tiger Log Cabins.

Techland's strategy clearly positioned the My Apocalypse Edition as a marketing tool. The question of whether they would have fulfilled the offer, including constructing the bunker, remains unanswered, a testament to the successful, albeit unconventional, nature of their PR campaign.