Developer Valve has announced plans to launch a $25 million advertising campaign for upcoming Xbox 360 and PC title Left 4 Dead 2.

Set for release on November 17, the multiplayer-focused zombie shooter is the sequel to last year’s Left 4 Dead, which the company described as 2008’s “top selling new property for both the Xbox 360 and PC”.

Left 4 Dead 2's US and European ad campaigns will be deployed around sports broadcasts, on billboards, lifestyle and gaming sites and in print magazines. The original Left 4 Dead was supported with a $10 million advertising campaign.

"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 the Half-Life and Counter-Strike creator. "Left 4 Dead 2 has consistently run at 300 per cent of Left 4 Dead's numbers.”

Announced at E3 in June, Left 4 Dead 2 was met with strong opposition from some members of the gaming community, with over 40,000 consumers joining a boycott group arguing that the game’s content didn’t warrant a standalone, full-priced sequel and should instead be delivered as updates for Left 4 Dead.

Valve has argued that Left 4 Dead 2 will be “much larger” than the original, and that it will feature more campaigns, a new competitive mode, plus new maps, zombies, weapons and items. In addition it will ship with the AI Director 2.0, which will enable players to procedurally change weather effects, world objects and pathways, and tailor the enemy population.