Valve to spend $25 million on Left 4 Dead 2 ad campaign
Pre-order numbers suggest game will be Valve's biggest to date
An advertising spend of USD 25 million is planned for Valve's upcoming Left 4 Dead 2 as the developer prepares for the title to become its fastest-selling to date.
Across Europe, this budget will be spent aggressively, with TV advertising planned between sports and lifestyle programming, plus strong outdoor investment in a number of cities and online and print advertising.
"Based on the strength of pre-orders, Left 4 Dead 2 will be the fastest-selling product in Valve's history," commented Valve president Gabe Newell. "Left 4 Dead 2 has consistently run at 300 per cent of Left 4 Dead's numbers."
The game has already set a record for the greatest number of pre-orders in the company's history, marketing vice president Doug Lombardi added, who pointed out the game still has one month to go before it ships.
Last year's Left 4 Dead was supported by a lesser advertising budget of USD 10 million, with sales driven by strong word of mouth and high review scores.
"Left 4 Dead 2 is expected to once again exceed everyone's expectations and be an industry best title on PC and Xbox 360 for the year," said David DeMartini, general manager of EA Partners.
"With Left 4 Dead and now Left 4 Dead 2, Valve has created one of today's most compelling video game experiences and leading entertainment franchises."
The game, due to launch in November, introduces a range of new gameplay, including more uniquely and varied custom game settings, new survivors, melee weapons and bosses.
When first announced, a boycott group was formed on Valve online portal Steam by fans complaining the game's content didn't warrant a standalone, full priced sequel and that it would split the communities.