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Before the release of the zombie-action game Dying Light, developer Techland unveiled an incredibly expensive collector's edition that turned heads. Over the past decade, not a single person has stepped forward to purchase it—and surprisingly, the company is thrilled about that.
Image: insider-gaming.com
In reality, Techland never anticipated anyone would buy it. As Insider Gaming learned from the studio’s PR manager, Paulina Dziedziak, this lavish edition served a different purpose altogether.
“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 shell out £250,000 (equivalent to $386,000 at the time), they would have received an extraordinary package 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 for zombie defense.
Clearly, Techland viewed the My Apocalypse Edition as a marketing tool from the start. This raises the intriguing question: What if someone had actually purchased it? Would the company have followed through on building and gifting a real-life bunker? Unfortunately, we’ll never know for sure.
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