Irrational Games boss Ken Levine has elaborated on the recently revealed choice for the cover of BioShock Infinite.
According to Levine, the choice of cover was made after several members of the team went to frathouses and was told that “not a single one of them” had heard of BioShock.
While talking with Wired, Levine added that the team made a “tradeoff in terms of where we were spending our marketing dollars. By the time you get to the store, or see an ad, the BioShock fan knows about the game. The money we’re spending on PR, the conversations with games journalists – that’s for the fans. For the people who aren’t informed, that’s who the box art is for.”
He added that there would be a “whole set of alternate covers that you can download and print. We’re going to be working with the community to see what they’re interested in.”