Even before the release of the zombie-action game Dying Light 2, developer Techland unveiled an outrageously expensive collector's edition. Remarkably, a decade later, no one has purchased it—a fact that delights the company.
Image: insider-gaming.com
Techland's PR manager, Paulina Dziedziak, revealed to Insider Gaming that the exorbitant edition was never intended for sale. It was a purely publicity-driven stunt. "It was a PR stunt designed to grab media attention due to its wild and unconventional nature," she explained. "The goal was to create buzz around the game's release, and it did just that! Thankfully, no one ended up buying it."
The £250,000 (approximately $386,000 at the time) price tag would have secured the buyer a truly extraordinary package, including their likeness integrated into the Dying Light game itself. Other inclusions were a life-sized statue of the protagonist "Jump," professional parkour lessons, night-vision goggles, an all-expenses-paid trip to Techland's offices, four signed game copies, a Razer headset, and a custom-built zombie-defense survival shelter created by Tiger Log Cabins.
Techland clearly conceived the My Apocalypse Edition as a marketing tool. This raises a fascinating hypothetical: would they have fulfilled the order, including the construction and delivery of a real-life bunker, had someone actually purchased it? The answer, unfortunately, remains a mystery.
