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.

Techland, the developer of the zombie-action game Dying Light, released an exorbitantly priced collector's edition well before the game's launch. Remarkably, despite its existence, no one has ever purchased it – a fact that delights the company.

Image: insider-gaming.com

According to Paulina Dziedziak, Techland's PR manager, the £250,000 (approximately $386,000) "My Apocalypse Edition" was never intended for sale. It served purely as a publicity stunt.

“It was a PR stunt designed to generate media attention with its unique and extravagant nature. The aim was to build excitement for the game's launch, and it certainly achieved that! We're glad no one bought it,” she stated.

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

Techland clearly conceived the My Apocalypse Edition as a marketing strategy. The question remains: would they have fulfilled the offer, including the construction and delivery of a real bunker, had someone actually purchased it? That remains an unanswered, and perhaps thankfully so, question.