No One Has Purchased Dying Light's $386,000 Collector's Edition in 10 Years

Techland's wildly expensive Dying Light collector's edition was a brilliant PR stunt. The £250,000 (approximately $386,000 USD) "My Apocalypse Edition" was never intended to sell, and Techland is delighted no one bought it.

Image: insider-gaming.com

According to Techland's PR manager, Paulina Dziedziak, the exorbitant price tag was a strategic move to generate hype surrounding the game's launch. The plan worked perfectly.

The extravagant package included in-game character customization, a life-sized statue of the protagonist, professional parkour training, night vision goggles, a trip to Techland's headquarters, signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.

While the prospect of someone actually purchasing the edition and triggering the fulfillment of the outlandish promises remains a fascinating "what if," it's clear Techland successfully used the My Apocalypse Edition as a highly effective marketing tool.