Even before the zombie-slaying action of Dying Light 2 began, developer Techland unveiled an outrageously expensive collector's edition. The twist? In the decade since its announcement, no one has bought it—and Techland is perfectly happy about that.
Image: insider-gaming.com
As Techland's PR manager, Paulina Dziedziak, revealed to Insider Gaming, the exorbitant price tag was never meant to attract buyers. Instead, it was a brilliant PR stunt. "It was designed to grab media attention due to its wild and unconventional nature," Dziedziak explained. "The goal was to create buzz around the game's release, and it did just that! Thankfully, no one ended up buying it."
For the princely sum of £250,000 (approximately $386,000 at the time), the My Apocalypse Edition of Dying Light 2 promised an unforgettable experience. This included having the buyer's face digitally integrated into the game, a life-sized statue of the protagonist "Jump," professional parkour lessons, night-vision goggles, an all-expenses-paid trip to Techland's headquarters, four signed copies of the game, a Razer headset, and the pièce de résistance: a custom-built zombie-proof survival shelter from Tiger Log Cabins.
Techland's strategy was clearly to use the My Apocalypse Edition as a high-impact marketing tool. This leaves us wondering: had someone actually purchased it, would Techland have delivered on their ambitious promises, including the construction and delivery of a real-life bunker? That remains a tantalizing question—one we'll likely never know the answer to.
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