Even before the launch of the zombie-action game Dying Light, developer Techland revealed an extraordinarily expensive collector’s edition. Oddly enough, in the ten years since, not a single customer has bought it—and the studio couldn’t be happier.

Image: insider-gaming.comAs it turns out, Techland never intended for anyone to purchase it. According to the studio’s PR manager Paulina Dziedziak, who spoke with Insider Gaming, this opulent package served an entirely different goal.

“This was a PR stunt meant to attract media coverage because of its over-the-top and unconventional concept. It succeeded in generating excitement before the game launched, and luckily, nobody actually bought it,” she explained.

If someone had paid £250,000 (about $386,000 back then), they would have received the My Apocalypse Edition of Dying Light. The package included having the buyer’s likeness added into the game, a life-size statue of the protagonist “Jump,” parkour lessons from expert freerunners, night-vision goggles, a fully-paid visit to Techland’s studio, four signed game copies, a Razer headset, and even a custom survival shelter by Tiger Log Cabins, built specifically for a zombie outbreak.

Clearly, Techland treated the My Apocalypse Edition as a promotional tactic from the beginning. This leads to an interesting thought: What if someone had actually placed an order? Would the developer have really constructed and delivered a real-life bunker? Unfortunately, that’s a mystery we may never solve.