Gaming has seen some truly extravagant collector's editions over the years, but few have been as absurd as Dying Light's My Apocalypse Edition.
Released in 2015 as part of a promotional stunt, this ultra-premium version of Techland's zombie survival game carried a jaw-dropping $386,000 price tag.
It promised an experience unlike any other, featuring everything from a zombie-proof shelter to parkour lessons. Yet, as expected, not a single copy was sold. And honestly? That might have been the point all along.
Techland's announcement of the My Apocalypse Edition in 2015 made it clear this was something unlike anything before. This version went all-out with a full-blown doomsday bunker built by Tiger Log Cabins. The package also included a life-sized Volatile statue, night vision goggles, a trip to Techland's headquarters, and even a chance to have your face added to the game. It was as much of a spectacle as it was a marketing stunt.
In theory, someone with deep enough pockets could have snagged this once-in-a-lifetime deal. But realistically, it wasn't meant to sell. The true purpose was to get people talking, and it worked.
Techland's PR manager, Paulina Dziedziak, recently confirmed in an interview with Insider Gaming that the edition was never purchased. "It was a PR stunt and got a lot of media attention for its wild and over-the-top nature," she admitted. "It did a great job of getting the game noticed, though! But nobody purchased it—thankfully, I guess!"
The gaming industry has a history of creating high-end collector's editions, but the My Apocalypse Edition really cranks it up to 11. Some big-ticket editions, like Dragon Ball: Sparking! Zero and the PS5 Pro Anniversary Edition sell out in minutes. But others, like Rage 2 or Marvel's Avengers, just sit there until they end up in clearance bins.
Dying Light's My Apocalypse Edition was seemingly meant for millionaires who wanted to cosplay as doomsday preppers. And even among that niche, no one bit. Would it have been more tempting if the price was lower? Maybe. But even if the cost were cut in half, it's hard to imagine anyone justifying such an outlandish purchase.
The zombie shelter itself became a topic of interest, as some questioned whether it was ever actually built. Others broke down the value of the package, arguing that similar items could be assembled for a fraction of the cost. From night vision goggles to Razer headsets, nearly everything on the list was obtainable elsewhere for a much more reasonable price.
Even though no one purchased the My Apocalypse Edition, it did exactly what it was meant to do: putting Dying Light in the spotlight. People couldn't stop talking about how ridiculous the package was, from gaming forums to mainstream news. Even after ten years, people are still bringing it up, and that just proves Techland's wild approach did the trick.
Looking back, this wasn't the first or last time a game pulled off such a stunt. Saints Row IV once offered a million-dollar edition that included a trip to space. The Grid 2 special edition came with an actual race car. These extravagant packages exist less as actual products and more as conversation pieces, ensuring that the game in question remains relevant.
For the same price as My Apocalypse Edition, you could buy a luxury home, a fleet of high-end gaming setups, or fund a small game studio. Some suggested that a paintball company could have turned the zombie bunker into an attraction, while others joked about running around in night vision goggles and adult diapers.
At the end of the day, Techland's My Apocalypse Edition may have been one of the most bizarre collector's editions in gaming history, but it did exactly what it needed to.
No one bought it, but everyone remembered it. And in the world of marketing, that's a win.