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Techland's incredibly expensive Dying Light collector's edition was a brilliant PR success, albeit an unexpected one. The £250,000 (approximately $386,000) My Apocalypse Edition, never intended for actual purchase, generated significant buzz surrounding the game's release.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the exorbitant price tag was a deliberate strategy to garner media attention. The extravagant package, which included in-game character customization, a life-sized statue, parkour lessons, night-vision goggles, a trip to Techland's offices, signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins, served as a powerful marketing tool.
The fact that no one bought it is a testament to the success of the stunt. The question of whether Techland would have fulfilled the order remains unanswered, a tantalizing "what if" scenario. The company's relief at avoiding the logistical nightmare of delivering such a unique prize is palpable. The My Apocalypse Edition ultimately proved that sometimes, the best marketing strategy is one that's too good (or too expensive) to be true.
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