Techland Reveals There’s a “Big” Number of People Playing Pirated Copies of Dying Light
In a new interview with GamesIndusty, Techland CEO Pawel Marchewka has revealed that there’s a “big” number of people playing pirated copies of Dying Light. However, the previously released statistic of 8.5 million players doesn’t actually include these “illegal players.” Marchewka is of the view that if the studio improves its marketing campaigns in the future, it might entice people to actually purchase its games instead of pirating them.
We know, roughly, how many more are playing [illegally], and it’s a big number. It’s a big number. We estimate it, safely, about half of that [8 million], additionally… Next time, if we do the marketing right, maybe they will buy it from us, and not steal it.
Elsewhere in the interview, Marchewka reflected upon Deep Silver’s decision to part ways with Techland (on Dead Island franchise), stating that although it seemed like bad news at the time, it turned out to be a blessing in disguise.
Being at the point we are now, looking back, it was a very good thing. At that moment we felt maybe it was a bad decision for us. We had just built a great IP. and then that IP was moved to somewhere else… It was a good thing, but we didn’t know that yet.
[The split] allowed us to create what we wanted, without the influences and changes from the publisher.
Dying Light has undoubtedly been a success for Techland but the Polish studio has said that it won’t rush out a sequel.