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$25 Mil Left 4 Dead 2 Ad Campaign

Valve announces plans to promote the upcoming launch of Left 4 Dead 2 with a $25 million ad campaign, spending almost 40 times the budget of George Romero's original Dawn of the Dead to support the co-op zombie shooter. Here's word:

"Based on the strength of pre-orders, Left 4 Dead 2 will be the fastest-selling product in Valve's history," said Gabe Newell, president of Valve. "Left 4 Dead 2 has consistently run at 300% of Left 4 Dead's numbers."

Last year, Left 4 Dead was the top selling new property for both the Xbox 360 and PC. Sales were driven by strong word of mouth, top reviews, and a $10 million advertising campaign.

"We'll be supporting Left 4 Dead 2's launch with a $25 million campaign," said Doug Lombardi, Valve's vice-president of Marketing. "Left 4 Dead 2 has already set the record for greatest number of pre-orders in our company's history, and we're still over a month out from shipping."

In the USA, the campaign will include Monday Night Football and UFC television broadcasts, roadside billboards, and popular lifestyle and gaming sites.

This year's European plan is also more aggressive than last year's, with television advertising in all the major markets appearing during sports and lifestyle programming, plus strong outdoor investments in more cities, as well as online and print advertising.

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80. Re: $25 Mil on L4D2 Ads Oct 7, 2009, 13:04 Verno
 
Time IS money. There aren't many big-budget games that have a 1 year dev cycle.

Doesn't address anything I brought up. Employee time equates to money, yes. It doesn't change the fact that spending more time(and thus money) can have a negative effect on a product. More is not always better. Product management and a tight focus are both easier with smaller teams and less bloated budgets. No one is saying that you can make a blockbuster on a shoestring easily but alternatively you cannot simply spend throw money at a project to produce a better product in all cases either.
 
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Playing: Dragon Age Inquisition, Far Cry 4, This War of Mine
Watching: The Walking Dead, The Fall, As Above So Below
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