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

Prior to the release of Dying Light, developer Techland unveiled a jaw-droppingly expensive collector's edition. The surprising twist? No one bought it – and the company is delighted.

According to Techland's PR manager, Paulina Dziedziak, the £250,000 (approximately $386,000 USD at the time) "My Apocalypse Edition" was purely a publicity stunt. Its extravagant nature was designed to generate excitement and media coverage surrounding the game's launch, a strategy that proved highly effective.

The package itself was truly remarkable. It offered buyers: in-game character inclusion, a life-size 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.

Techland's approach clearly prioritized marketing over sales. The question remains: would they have fulfilled the order, including the construction of a real bunker, had someone actually purchased it? That remains an intriguing, unanswered question.