Techland's wildly expensive Dying Light collector's edition was a brilliant PR stunt. The £250,000 (approximately $386,000 USD) My Apocalypse Edition, featuring a player's in-game likeness, a life-sized Jump statue, parkour lessons, night vision goggles, a trip to Techland, signed game copies, a Razer headset, and a custom zombie-proof survival shelter, was never intended to sell.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the goal was purely to generate pre-release buzz – a strategy that proved highly successful. The lack of buyers is, in fact, a testament to the plan's effectiveness.
The question of whether Techland would have fulfilled the extravagant promises remains unanswered. The sheer scale of the package, including the custom-built shelter, makes it a fascinating hypothetical. However, the company's success in creating significant media attention confirms the edition's value as a marketing tool, regardless of sales figures.
