Techland's incredibly expensive Dying Light collector's edition was a brilliant PR move. The £250,000 ($386,000 USD) My Apocalypse Edition, never intended for sale, successfully generated significant pre-release buzz. As confirmed by Techland's PR manager, Paulina Dziedziak, the exorbitant price tag was designed to attract media attention.
Image: insider-gaming.com
The contents of this extravagant package were truly remarkable: in-game character customization, a life-sized Jump statue, professional parkour training, 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.
Techland's marketing strategy proved highly effective. The question of whether they would have fulfilled the order had someone actually purchased it remains unanswered, a testament to the success of their unconventional approach. The lack of buyers only solidified the campaign's triumph.
