Publisher Deep Silver said Dead Island is now its most important title. The firm has a number of promotions planned for the game ahead of release.
Dead Island is our flagship title for 2011 and we have a number of exciting initiatives already in development that reflect that," head of marketing Amy Namihas told MCV.
"But it is a little too soon for us to go into any great detail on these just yet.”
The Xbox 360, PlayStation 3 and PC game is due for release during Q3 from Polish developer Techland and publisher Deep Silver. Its trailer was produced by Glasgow’s Axis Animation which has also produced creatives for the likes of Killzone, Mass Effect and many more.
Exclusive magazine features will run in specialist UK publications such as OPM next month.
The news comes as Lunch PR is hired by Deep Silver as its specialist PR support agency for Dead Island.