BioShock Infinite Creator Defends Box Art, Says Alternate Designs Will Be Offered

The cover artwork is designed to appeal to certain types of gamers

BioShock Infinite creator Ken Levine believes that loyal fans shouldn't care about the recently revealed cover artwork for the game as, although it's quite bland, it serves to attract uninformed gamers who might not have heard of BioShock Infinite or previous games in the series.

BioShock Infinite is one of the most anticipated games of next year and developer Irrational Games, led by Ken Levine, is working hard on attracting as many people as possible to the first-person shooter.

A way through which this is achieved is the box art, which has just been revealed last week and quickly generated a backlash among fans because they thought it was too bland and didn't reflect the content of the game.

Levine talked with Wired and revealed just why the studio made the box art and how, even if the game got promoted a lot, many people still didn't hear about it.

"I understand that some of the fans are disappointed. We expected it. I know that may be hard to hear, but let me explain the thinking. We went and did a tour… around to a bunch of, like, fraternity houses and places like that. People who were gamers. Not people who read [websites]. And [we] said, so, have you guys heard of BioShock? Not a single one of them had heard of it."

According to Levine, gamers should realize that not all of society shares their hobbies and not everyone is as passionate as them in regards to everything that is going on in the gaming industry.

"I wanted the uninformed, the person who doesn’t read [websites]… 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."

Fans should understand that the game's cover is just another tool to promote the game and that the box art isn't intended for them. What's more, alternate designs will be offered for fans to print out and use on their copies of the game.

"We need to be successful to make these types of games, and I think it’s important, and I think the cover is a small price for the hardcore gamer to pay. I think also when we do something for the hardcore gamer, there’s something we’re talking about and something we’re sure about.

"The thing we’re sure about is that we’re going to be releasing 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."

Are you going to get these bonus designs or will you stick to the regular cover artwork?

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