Speaking with Save and Quit, Peter Brolly from Deep Silver has stated the approximate game length for Dead Island.
“…the Average Joe is going to get, like, 25 to 30 hours of gameplay out of the game doing the main story and taking some side-missions.”
I don’t normally tackle every single side-quest when I play through games, so this is good news. Thirty hours sounds like a substantial amount of time to complete the game from start to finish. With online multiplayer, I can see myself playing Dead Island for a long time. Hopefully long enough to tide me over until The Walking Dead is back on TV.
[Source]