No One Bought the $386,000 Dying Light Edition, but Techland Got Exactly What They Wanted

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Over the years, there have been some incredibly lavish collector’s editions in gaming, but very few have been as outlandishly excessive as the My Apocalypse Edition of Dying Light.

Introduced back in 2015 during a marketing spectacle, the luxurious edition of Techland’s zombie-survival game boasted an eye-popping $386,000 cost.

The offering was unique, encompassing a zombie-resistant hideout and parkour training. However, unsurprisingly, no units were purchased. In reality, perhaps this was the intended outcome from the start.

2015 saw Techland unveil their extraordinary My Apocalypse Edition, setting it apart from everything that had come before. This exceptional edition spared no expense in constructing a realistic doomsday shelter, skillfully crafted by Tiger Log Cabins. The package was brimming with unique features such as a life-sized Volatile statue, night vision goggles, an excursion to Techland’s headquarters, and the exciting opportunity to have your likeness integrated into the game. It was both a remarkable display and a clever marketing strategy.

Hypothetically speaking, a person of substantial means might have seized this extraordinary opportunity. However, in practical terms, the item was not intended for sale. Its actual aim was to generate buzz, and it succeeded in doing so effectively.

techland’s PR manager, Paulina Dziedziak, has revealed in an interview with Insider Gaming that the edition was not actually bought. She explained that it was a publicity stunt that generated a lot of buzz due to its extravagant and outlandish nature. While it effectively grabbed people’s attention, unfortunately, no one ended up purchasing it – which, in retrospect, might have been a good thing!

As a gaming enthusiast, I can vouch that the industry has always been known for crafting top-notch collector’s editions. However, the My Apocalypse Edition takes things to another level entirely. In mere minutes, heavyweight editions such as Dragon Ball: Sparking! Zero and the PS5 Pro Anniversary Edition are snapped up. On the other hand, titles like Rage 2 or Marvel’s Avengers often linger on shelves until they’re relegated to clearance bins.

The “Apocalypse Edition” of Dying Light seemed designed for individuals with substantial wealth who fancy themselves as survivalists in a post-apocalyptic world. However, even within this specific market, it failed to attract buyers. Lowering the price might have made it more appealing, but it’s challenging to envision anyone justifying such an extravagant expense, regardless of the cost reduction.

As a fervent enthusiast, I found myself questioning the existence and practicality of the so-called zombie shelter, with doubts arising about its actual construction. Some fellow fans scrutinized the worth of the kit, suggesting that comparable gear could be acquired at a significantly lower cost. From night vision goggles to Razer headsets, almost everything on the list was available elsewhere for a fraction of the price, making it more financially feasible.

Despite no one buying the My Apocalypse Edition, its purpose was accomplished by drawing attention to Dying Light. The outlandish packaging sparked endless discussions on gaming forums and even reached mainstream news. Ten years later, people are still mentioning it, demonstrating that Techland’s unconventional strategy worked effectively.

In retrospect, it’s not uncommon for games to pull off such spectacular stunts. For instance, Saints Row IV had a million-dollar edition featuring a space trip, while The Grid 2 came with a real race car as part of its special edition. These expensive packages are more about creating buzz and keeping the game in the spotlight than being physical products that people can actually buy.

Instead of spending the same amount as My Apocalypse Edition, you might consider investing in a lavish residence, multiple top-tier gaming systems, or even starting up a small game development company. Some people have proposed that the zombie bunker could have been transformed into an amusement park, while others humorously suggested playing tag wearing night vision goggles and adult diapers.

In conclusion, Techland’s My Apocalypse Edition, although peculiar, stands out as one of the most unusual collector’s items in video game history. Yet, it successfully accomplished its intended purpose.

No one bought it, but everyone remembered it. And in the world of marketing, that’s a win.

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2025-02-24 10:12