$25 million on Left 4 Dead 2 ad campaign
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 Valves history," commented Valve president Gabe Newell. "Left 4 Dead 2 has consistently run at 300 per cent of Left 4 Deads numbers."
The game has already set a record for the greatest number of pre-orders in the companys history, marketing vice president Doug Lombardi added, who pointed out the game still has one month to go before it ships.
Last years 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 everyones 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 todays 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 games content didnt warrant a standalone, full priced sequel and that it would split the communities.