How Techland “Sponsored” The Quote Used In The Dying Light Adverts

Techland made a build of Dying Light exclusively for YouTube star Pew Die Pie, which seems rather generous but he has returned the favour by offering the quote which is used for in-store advertising of the game, presumably created by the publishers, Warner Bros.



The video from which the quote has been taken from is sponsored by Techland and you can hear Pew Die Pie screech it at around the twenty second mark.

So to recap, a build of the game made exclusively for Pew Die Pie – though similar preview builds were made available to press – on a video sponsored by Techland is the source of the quote used in the advertising.

As a separate point, there have been no reviews of Dying Light as Techland did not send out review copies until twelve hours before launch, which prospective buyers will be particularly wary of after the fumbled game releases of late last year.

Update: Edited the last two paragraphs for greater distinction and clarity.

Thanks to Hardcore Gamer for the image.



  1. That last bit comes across as quite bitter. The growing proliferation of YouTube gaming channels and the like as a source of gaming news and opinion is something traditional outlets need to adapt to and manage. I don’t think articles worded like this are the way to do that.

    • Wasn’t meant to be, just stating the facts.

      • I think there is definitely a place for a researched article about the standard and sponsorship that goes on with very popular YouTube channels, I think individual articles like this don’t really have a place on this website, which is one of the few games sites I continue to visit and read.

        I’m not sure it’s a fact that doing promotional stuff prior to release is something they did “instead” of sending out review copies. There can be lots of reasons for late review copies – including the obvious not wanting poor reviews before launch. Stating they did this instead of getting review copies out is conjecture at best.

    • For the record, we and many other outlets had access to a Dying Light preview build at the same time as that video went live in early December. Chances are that it was almost identical code, aside from the little menu item saying it was created specifically for PDP.

      What the issue here is that it was from a sponsored video, which does mean that you can very easily question its impartiality, and that this then ended up on a large advert. In addition, and as a separate point, review code has emerged at the very last moment, meaning that reviews at the time of release have simply not been possible, something which has been heavily criticised with other games and embargo times and so forth.

      • Thanks for the clarification Stefan, that kind of re-enforces my last point about doing this instead of review copies. The core point is very valid and I think it would make a great example in a larger investigative piece.

      • Yeah, I’ll try to make a bigger distinction between the two points now.

      • Thanks Stefan – appreciated.

  2. haha that’s depressing.

  3. I thought this guy only played rubbish games. Guess that’s why review copies are sent out so late…

    • He plays wonderful games too. Thankfully, I don’t click the actual thumbnails on YouTube.

  4. I pre-ordered a physical copy but read a lot of players who have the digital saying it is quite average…of course a proper review of it is hard to find!

  5. Yes, yes it does sound rather dodgy. If some kind company were to sponsor me to talk about their product then I would likely give a gushing review. I might even review said item topless!

    DrDamn has an interesting point here. The phenomenon of the youtube stars is upon us. TSA has published lots of videos to youtube before now, the site but the linkage between the TSA site and the youtube channel has never really been that prevalent. Will TSA be moving more towards the video channels in the future or remaining with the text/pictures format?

    • I think TSA and sites like it need to be wary of becoming too much like the YouTubers. They need to take note of why they are popular and adapt, but they don’t need to become them. They need to remain distinctive and above all impartial and professional – expand on the advantages they have.

      I hate going to a web link to a news story only to find it’s a video of someone reading the story rather than a few lines which would tell me the same thing in a quicker and more convenient way. Video has it’s place, but care needs to be taken.

      I read TSA reviews because they are one of the few outlets left where I don’t just feel like I’ve had an opinion preached at me. I’ve been informed about the game, the reviewers opinion *and* why they came to that opinion. That’s what professional reviews should be about. It’s a key thing that TSA has over the vast majority of YouTube content.

      • Look, we live in world where Joey Essex is famous, where the Khardashians are famous for just being famous. I (perhaps wrongly) lump YouTube “stars” with them. They’re just people who got lucky and rarely have any discernible talent. They managed to get a couple of thousand subscribers and from then on it’s just a snowball effect with people subscribing because they see its popular.

        Internet fads pass very quickly, I am sure in a 5 years time something else will come along and the YouTube “stars” will fade away. The written word, on the other hand, has been around for thousands of years, I’m guessing it will outlive YouTube.

        These are of course, my personal opinions as a grumpy 40yr yr old who would rather read a well written, completely impartial preview than watch someone be paid to scream “THIS IS AWESOME OMG!” over a video of a new game.

  6. I have no idea who this pew die pie character is but I’m sure that this kind of practice is quite widespread. I seem to remember various low grade celebs getting into a storm over product placement tweets a while ago.

  7. Not to let accuracy get in the way of sour grapes reporting, but the blurb in question is taken from the FIRST video Pewdie did for Dying Light, which was gratis and completely NON-sponsored. But carry on.

    • Completely non-sponsored? So he pirated a leaked copy before the game had gone gold? A video I’m sure he made no money off whatsoever?

      That’s not right either is it?

  8. A bit of a risk to take considering I don’t have the foggiest idea who on earth PewDiePew is and why should I care if he likes it or not.

  9. Dodgy industry adopts dodgy practices shocker! Still even by the standards displayed by the likes of Ubisoft and EA over the last years it’s pretty poor. Only full review I’ve seen/read so far was from Jim Sterling which gave it 5 out of 10, others have been partial or in progress reports and none of them fill me with a wanton need to buy it.

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