In the realm of video game collectibles, few offerings have sparked as much intrigue as Techland’s ‘My Apocalypse Edition’ of Dying Light. Launched in 2015, this exclusive package was touted as the ultimate fan experience, complete with a multitude of unique items and personalized experiences. The edition’s unprecedented price tag of £250,000 immediately set it apart from other high-end collector’s editions, prompting widespread discussion about its value proposition and feasibility.
While previous limited editions of popular games have seen success, Techland’s ambitious venture into ultra-premium offerings was a bold move that pushed the boundaries of what collectors might expect. Unlike standard editions that typically include bonus content or physical memorabilia, the My Apocalypse Edition ventured into creating a comprehensive zombie survival experience, blending physical goods with exclusive in-game features.
What was included in the My Apocalypse Edition?
The My Apocalypse Edition promised a suite of extravagant items designed to immerse the buyer in the Dying Light universe. These included four signed steelbook copies of the game for Xbox One, two sets of Razer Tiamat headphones, branded night vision goggles, and a life-sized figure of one of the game’s ‘Volatile’ enemies. Additionally, purchasers were offered zombie survival parkour lessons with the Ampisound parkour free running team, a personalized photo of their face skinned onto a night hunter character, a trip to Techland headquarters for a zombie-themed party, a custom-built zombie survival shelter from Tiger Log Cabins, and even adult diapers for nighttime gameplay. The comprehensive package aimed to provide both tangible and experiential elements, creating a unique collector’s item.
Why was the edition never purchased?
Paulina Dziedziak, Techland’s PR manager, revealed that the My Apocalypse Edition was primarily a public relations stunt designed to generate buzz and media attention.
“It was a marketing strategy that successfully drew significant attention to the game,”
Dziedziak explained.
“However, despite the extensive offerings, no purchases were made.”
The exorbitant price point likely deterred potential buyers, as the perceived value did not align with the cost. The elaborate nature of the package, while impressive, may have also contributed to skepticism among consumers regarding its practicality and genuine utility.
What impact did the PR stunt have on Techland?
The My Apocalypse Edition undoubtedly succeeded in placing Dying Light in the spotlight, garnering extensive media coverage and public discussion. This heightened visibility may have contributed to the game’s overall success, despite the edition itself not selling. By pushing the limits of what a collector’s edition can entail, Techland reinforced its reputation for innovation and bold marketing strategies within the gaming industry. The subsequent success of Dying Light and its sequel, combined with ongoing DLC releases, underscores the lasting appeal and effective market positioning achieved through such high-profile initiatives.
Techland’s experiment with the My Apocalypse Edition serves as a fascinating case study in marketing and consumer behavior. While the edition did not translate into direct sales, the increased attention and conversation around the game likely played a role in its enduring popularity. This approach highlights the potential risks and rewards of leveraging extreme marketing tactics in the competitive landscape of video game releases.
Balancing ambitious marketing strategies with realistic consumer expectations remains crucial. Techland’s foray into ultra-premium editions demonstrates the fine line between creating memorable brand experiences and ensuring product offerings resonate with the target audience’s perceived value. Future endeavors may benefit from aligning high-end offerings more closely with achievable value propositions to foster both excitement and practical appeal among consumers.
- Techland’s exclusive edition was priced at £250,000.
- No purchases were made despite extensive media coverage.
- The stunt increased visibility for the Dying Light series.
