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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 remarkably pricey collector's edition. Surprisingly, and to their delight, no one purchased it. This wasn't a failure, however; it was a calculated PR move.
According to Techland's PR manager, Paulina Dziedziak, the exorbitant £250,000 (approximately $386,000) price tag was intentional. The goal was to generate significant media attention, and it worked spectacularly. The unconventional nature of the edition created considerable buzz around the game's launch.
The "My Apocalypse Edition" offered an extravagant array of items: inclusion of the buyer's likeness in the game, a life-sized statue of the protagonist, professional parkour training, night-vision goggles, an all-expenses-paid trip to Techland's headquarters, signed game copies, a Razer headset, and a custom zombie-proof survival shelter built by Tiger Log Cabins.
Techland openly acknowledges the edition was a marketing strategy. The question of whether they would have fulfilled the order, including the construction of the bunker, remains unanswered, a fascinating "what if" scenario. The success of the stunt, however, is undeniable.
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