He said he toured 'frathouses' for laddie gamers who don't read gaming websites, and he asked them if they'd heard of BioShock and they said no. I know that may be hard to hear but let me explain the thinking.' 'I understand that some of the fans are disappointed,' Levine acknowledged. The most remarkable thing about it certainly wasn't the David Beckham lookalike on the front with a shotgun slung over his shoulder a la Nathan Drake far more striking was the cosplayer Irrational hired to portray game heroine Elizabeth on the back of the box. The BioShock Infinite box art was unveiled last week. Irrational will work with the community on that to see what they like. Thankfully he also said there will be a 'whole set of alternate covers that you can download and print'. That's what Ken Levine told Wired and he should know, he's the BioShock boss as it were.

The BioShock Infinite box art was picked to appeal to the 'uninformed', the mainstream - the people who don't closely follow games but walk into a shop with money in their pocket and let box art do the talking.

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