Getting back to BioShock Infinite he said: 'I wanted the uninformed, the person who doesn't read IGN, to pick up the box and say, 'Okay this looks kind of cool, let me turn it over: oh, a flying city look at this girl Elizabeth on the back look at that creature.' And start to read about it, start to think about it.' (System Shock 1 would go on to be 'incredibly influential' for Levine, too.) He even recalled putting System Shock 1 back on the shelf because the box put him off. Levine said if he was a frat guy he'd think 'this is a game about a robot and a little girl', and questioned whether he'd pick that off the shelf. The BioShock 1 box design Levine was 'heavily' involved with and features a Big Daddy and Little Sister. And games these days cost so much money those people can't be ignored. Just like Levine uses salad dressing but doesn't follow it as an enthusiast, so he said these people play games but don't dwell on them. It's no Grand Theft Auto or Call of Duty. He gets that BioShock's only a relatively successful gaming IP, beloved as it may be - outside of gaming the name doesn't travel that far. 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.

Bioshock infinite switch download