Even before the zombie-slaying action of Dying Light 2 began, developer Techland unveiled a jaw-droppingly expensive collector's edition. The catch? In the decade since its announcement, no one has bought it—and Techland is perfectly happy about that.

Image: insider-gaming.com

As Techland's PR manager, Paulina Dziedziak, revealed to Insider Gaming, the exorbitant price tag was never meant to attract buyers. It was a brilliant PR stunt.

“It was a PR stunt designed to grab media attention due to its wild and unconventional nature. The goal was to create buzz around the game's release, and it did just that! Thankfully, no one ended up buying it,” she explained.

The £250,000 (approximately $386,000 at the time) price tag would have secured a truly extraordinary package: the My Apocalypse Edition of Dying Light. This included having the buyer's face digitally inserted into the game, a life-sized statue of the protagonist "Jump," professional parkour lessons, night-vision goggles, an all-expenses-paid trip to Techland's headquarters, four signed copies of the game, a Razer headset, and a custom-built zombie-defense survival shelter created by Tiger Log Cabins.

Techland's strategy was clear: the My Apocalypse Edition was a marketing masterstroke. The question remains: would they have actually delivered the promised bunker if someone had purchased it? That, unfortunately, remains a mystery.