Techland's incredibly expensive Dying Light collector's edition: a successful PR stunt.
Image: insider-gaming.com
Before the release of Dying Light, developer Techland launched a wildly expensive collector's edition – the My Apocalypse Edition – priced at a staggering £250,000 (approximately $386,000). To their delight, nobody bought it. This wasn't a failure, but a deliberate strategy.
According to Techland's PR manager, Paulina Dziedziak, the edition was purely a PR stunt designed to generate significant media attention. Its unconventional nature successfully created considerable buzz surrounding the game's launch.
The extravagant package included features such as the buyer's face being integrated into the game, a life-sized statue of the protagonist, parkour training from professionals, night vision goggles, an all-expenses-paid trip to Techland, signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.
The success of the stunt hinges on the fact that nobody purchased it. It successfully achieved its marketing objective without the logistical nightmare of fulfilling the order. The question of whether Techland would have actually delivered the bunker remains unanswered, a tantalizing "what if" scenario.
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