"Dying Light's $386K Collector's Edition Unsold for 10 Years"

Even before the official release of the zombie-action game Dying Light, developer Techland made headlines with the announcement of an outrageously expensive collector’s edition. Priced at £250,000 (approximately $386,000 at the time), the “My Apocalypse Edition” was unveiled as the most extravagant game package ever offered. Yet, despite the global attention it received, not a single buyer stepped forward to claim it—and Techland couldn’t be happier about that.

Image: insider-gaming.com

In truth, the studio never anticipated a sale. As revealed by Paulina Dziedziak, Techland’s PR manager, the entire concept was a strategic marketing move designed to generate buzz.

“It was a PR stunt crafted to capture media attention due to its wild and unconventional nature. The goal was to spark conversation around the game’s launch—and it worked perfectly. Thankfully, no one actually bought it,” she shared.

The My Apocalypse Edition promised an over-the-top experience for the ultimate fan. A buyer would have received:

• Their face digitally inserted into the game as an in-world character
• A life-sized statue of the protagonist, “Kyle Crane”
• Parkour training sessions led by professional freerunners
• High-end night-vision goggles
• A fully paid trip to Techland’s headquarters
• Four signed copies of Dying Light
• A limited-edition Razer gaming headset
• And most notably, a custom-built survival shelter designed by Tiger Log Cabins, engineered specifically for zombie apocalypse preparedness

While the package was presented with full production quality, including official artwork and detailed descriptions, Techland always intended it as a conversation starter rather than a genuine retail offering. The campaign succeeded in drawing widespread media coverage, social media engagement, and public curiosity—exactly as planned.

Still, it leaves an intriguing question unanswered: if someone had actually purchased the edition, would Techland have followed through on delivering a real, functional survival bunker? Given the partnership with Tiger Log Cabins and the level of detail in the package, there may have been some obligation to fulfill the promise—but without a real buyer, that scenario remains purely hypothetical.

Ultimately, the My Apocalypse Edition stands as a bold example of how creative marketing can amplify a game’s visibility—without ever needing to sell a single unit.