Techland's incredibly expensive Dying Light collector's edition was a brilliant PR move. Despite its eye-watering £250,000 price tag (approximately $386,000 USD at the time), the "My Apocalypse Edition" remains unsold – a fact that delights the developer.
Image: insider-gaming.com
According to Techland's PR manager, Paulina Dziedziak, the exorbitant price was intentional. It was a publicity stunt designed to generate buzz surrounding the game's launch, and it undeniably succeeded. The truly extravagant contents of the edition – including in-game character customization, a life-size 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 – ensured maximum media attention.
The success of the stunt hinges on its never being purchased. The question of whether Techland would have actually delivered the promised bunker remains unanswered, a tantalizing "what if?" scenario. However, the strategy clearly worked as a marketing tool, proving that sometimes, the most effective campaigns are those that aren't actually meant to be fulfilled.
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