Long before the zombie-action game Dying Light hit the market, its developer, Techland, introduced an astonishingly expensive collector's edition. Surprisingly, in the ten years since its announcement, not a single person has come forward to purchase it—a fact that has actually delighted the company.
Image: insider-gaming.com
In truth, Techland never anticipated anyone buying it. As revealed by the studio's PR manager, Paulina Dziedziak, to Insider Gaming, the extravagant edition served a different purpose entirely.
“It was a PR stunt designed to grab media attention due to its wild and unconventional nature. The goal was to create buzz around the game's release, and it did just that! Thankfully, no one ended up buying it,” she explained.
Had someone been willing to part with £250,000 (approximately $386,000 at the time), they would have been in for an extraordinary treat with the My Apocalypse Edition of Dying Light. This package included having the buyer's face inserted into the game, a life-sized statue of the protagonist "Jump," parkour lessons from professional freerunners, night-vision goggles, an all-expenses-paid trip to Techland’s office, four signed copies of the game, a Razer headset, and even a custom-built survival shelter crafted by Tiger Log Cabins specifically designed for zombie defense.
It's clear that Techland viewed the My Apocalypse Edition as a marketing tool from the outset. This raises a fascinating question: What would have happened if someone had actually purchased it? Would the company have gone through with building and gifting a real-life bunker? Unfortunately, we'll never know for sure.
