Even before the release of the zombie-action game Dying Light 2, developer Techland unveiled an outrageously expensive collector's edition. Intriguingly, despite the passage of a decade, no one has ever 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. 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.
The £250,000 (approximately $386,000 at the time) price tag would have secured the buyer an incredible package, including their likeness integrated into Dying Light 2's My Apocalypse Edition. Other perks included 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 game copies, a Razer headset, and a custom-built zombie-defense survival shelter created by Tiger Log Cabins.
Techland's strategy clearly positioned the My Apocalypse Edition as a marketing tool. This raises a compelling question: What if someone had purchased it? Would Techland have fulfilled the promise of a real-life bunker? The answer, unfortunately, remains shrouded in mystery.
