Speaking to Edge Online, Valve MD Gabe Newell stated: “Pre-orders are running 60 per cent ahead of Orange Box. This in combination with the fact that it is a new IP made us think that an extensive marketing program made a lot of sense.
“Left 4 Dead has a long way to go to beat Half-Life and Counter-Strike, but our fans' excitement when they play the game has certainly infected us. It will be a top five title for the year, but beyond that we'll have to see how big it gets.”
Supporting the pre-release excitement, the firm has committed to a $10 million marketing spend in North America that includes extensive TV coverage, as well as coverage in the online and print media and an elaborate outdoor advertising initiative.
Left 4 Dead is due to hit UK retail on November 21st.