US super-developer Valve has told MCV it will spend around $10m (£6.12m) on the European marketing campaign to support Left 4 Dead 2.
The game, published under EA’s Partners label, follows on the heels of last year’s sleeper hit, and pits players in co-op first person shooter scenarios fighting off waves of zombies.
$25m is being spent on the game’s launch globally, Valve marketing chief Doug Lombardi told MCV. Half is set aside for Europe, with the lion’s share being spent on the UK release.
In Europe, the developer is lining up a plan Lombardi describes as ‘more aggressive than last year’s campaign’, with television advertising in all major markets appearing during sports and lifestyle programming, plus strong outdoor investments in more cities than before, as well as online and print advertising.
The move comes off the back of strong pre-order activity for the game.
“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.”
EA Partners general manager David DeMartini added: “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.”
“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 is released on November 20th in the UK on Xbox 360 and PC.