Ken Levine Gives an Excellent Explanation for Bioshock: Infinite's Disappointing Box Art - Polidicks

[quote][t]http://www.wired.com/images_blogs/gamelife/2012/12/Screen-shot-2012-12-08-at-12.24.32-PM-e1354998668568-660x647.png[/t] What’s up with BioShock Infinite‘s box art? Here’s the answer. As part of its media ramp-up for the impending March 26 release of BioShock Infinite, Irrational Games released the official box art for the game on December 1. A [URL="http://www.examiner.com/article/new-bioshock-infinite-box-art-causes-controversy"]great wail emerged from the Internet[/URL] and there was [URL="http://www.forbes.com/sites/erikkain/2012/12/02/generic-bioshock-infinite-box-art-fails-to-impress/"]much rending of garments[/URL] over the cover, which didn’t seem to befit such an imaginative, ambitious, anticipated game. The majesty of the floating city of Columbia, the intrigue of Elizabeth and the Songbird, the game’s grappling with weighty topics of politics and racism had all seemingly been reduced down to that most generic of videogame tropes: angry dude with a gun. Personally, I found this all to be a bit of a non-troversy and we [URL="http://www.wired.com/gamelife/2012/12/gamelife-podcast-episode-55/"]said as much on the recent Game|Life podcast[/URL]. Cover art is sometimes the only thing a consumer makes a buying decision based on, and it’s okay if they use the cover that they feel will put this game in the hands of millions of bros who just want to shoot things. Nobody said when the first BioShock came out that it was about Ayn Rand, they just said you got to set things on fire and throw bees out your hands. When I got to sit down with Infinite‘s creative director Ken Levine on Thursday after [URL="http://www.wired.com/gamelife/2012/12/bioshock-infinite-music/"]playing the game[/URL]and asked for his thoughts, I got an extensive, thoughtful answer that in a perfect world would put an end to all of the bellyaching. “I understand that some of the fans are disappointed. Weexpected 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, frathouses and places like that. People who were gamers. Not people who read IGN. And [we] said, so, have you guys heard of BioShock? not a single one of them had heard of it.” “And we live in this very special… you know, BioShock is a reasonably successful franchise, right? Our gaming world, we sometimes forget, is so important to us, but… there are plenty of products that I buy that I don’t spend a lot of time thinking about. My salad dressing. If there’s a new salad dressing coming out, I would have no idea. I use salad dressing; I don’t read Salad Dressing Weekly. I don’t care who makes it, I don’t know any of the personalities in the salad dressing business.” “For some people, [games are] like salad dressing. Or movies, or TV shows. It was definitely a reality check for us. Games are big, and they’re expensive, I think that’s very clear. And to be successful, and to continue to make these kinds of games which frankly, of the people who make these types of games, there’s not a lot of them, and they haven’t exactly been the most successful with these types of games that have come out in the last few years. I was thrilled because I love them, and I hope that we had some small role in getting those games greenlit… But they have to be financially successful to keep getting made.” “I looked at the cover art for BioShock 1, which I was heavily involved with and love, I adored. And I tried to step back and say, if I’m just some guy, some frat guy, I love games but don’t pay attention to them… if I saw the cover of that box, what would I think? And I would think, this is a game about a robot and a little girl. That’s what I would think. I was trying to be honest with myself. Trust me, I was heavily involved with the creation of those characters and I love them.” “Would I buy that game if I had 60 bucks and I bought three games a year… would I even pick up the box? I went back to the box for System Shock 1, which was obviously incredibly imporatnt — that game was incredibly influential on me, System Shock 2 was the first game I ever made. I remember I picked it up… looked at it and I said, I have no idea what this game is. And I didn’t have a lot of money back then. So, back on the shelf. And I was a gamer.” “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.” “I understand that our fan says, that’s great Ken, what’s in it for me? One, 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.” “We had to make that 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.” [URL="http://www.wired.com/gamelife/2012/12/bioshock-infinite-box-art/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Gamelife+(Wired%3A+Blog+-+Game|Life)"]Source[/URL][/quote] My respect for this man and his team continues to grow. I'm disappointed in the box art (though I think the minor uproar was overblown), but his honesty is refreshing and admirable. Maybe they'll include a badass cover on the reverse side, which seems to be the trend for PS3 games lately.

It's boxart. Shit changes from region to region. [editline]8th December 2012[/editline] You want a disapointing boxart? Heavy Rain USA vs EU. [img]http://digitalbattle.com/wp-content/uploads/2010/01/heavyrain1.jpg[/img]

i think it looks alright though

Like, are people disappointed that the tits aren't on the front cover?

[QUOTE=Paul McCartney;38756656]It's boxart. Shit changes from region to region.[/QUOTE] I think people were just expecting more from Irrational Games, especially given how this cover does pretty much nothing to explain what the game is about. Artsy or 'original' covers don't sell very well, so I can respect why they made it more cliche than expected.

[QUOTE=JeanLuc761;38756681]I think people were just expecting more from Irrational Games, especially given how this cover does pretty much nothing to explain what the game is about. Artsy or 'original' covers don't sell very well, so I can respect why they made it more cliche than expected.[/QUOTE] I'm guessing people were expecting something like the guy holding onto the girl by hand, as she dangles.

controversy over box art? like shitty box art is going to change fuckall

So I just went on Kotaku to see what they had to say about it. There's an article complaining about how his finger is on the trigger, while idle. Fucking seriously.

[QUOTE=Paul McCartney;38756692]I'm guessing people were expecting something like the guy holding onto the girl by hand, as she dangles.[/QUOTE] Nope. They were just expecting something more creative. As it stands, this is basically "Generic white male with brown hair holding a big gun #202590", and it doesn't show the cool stuff that the game is actually about. I can see why people expected more, though I understand why it's the way it is. [editline]8th December 2012[/editline] [QUOTE=Paul McCartney;38756705]So I just went on Kotaku to see what they had to say about it. There's an article complaining about how his finger is on the trigger, while idle. Fucking seriously.[/QUOTE] That whole article was satire.

I'm dissapointed that Bioshock went with the standard FPS Protag holding a gun and grimacing cover, but Ken Levine explains it well. I understand WHY they did it, but I think Bioshock will still do well regardless of a casual market. Bioshock fans will buy this, it'll do well. I think a cover like that sells Bioshock a bit short, Bioshock is more than just nitty gritty shooting and testosterone, and I don't feel the cover reflects that well.

I don't care about the box-art, I just want to ride along the metal tracks in the sky, jump and smash someones skull right out of their spine with my wrench. Then take a hip of some exotic whiskey and shoot lightning out of my hands.

[QUOTE=Sardonus;38756741]I'm dissapointed that Bioshock went with the standard FPS Protag holding a gun and grimacing cover, but Ken Levine explains it well. I understand WHY they did it, but I think Bioshock will still do well regardless of a casual market. Bioshock fans will buy this, it'll do well. I think a cover like that sells Bioshock a bit short, Bioshock is more than just nitty gritty shooting and testosterone, and I don't feel the cover reflects that well.[/QUOTE] Exactly. That said, it's easy enough to print out a replacement if need be. vgboxart has me covered. [t]http://vgboxart.com/boxes/PC/44749-bioshock-infinite.png[/t][t]http://vgboxart.com/boxes/360/48517-bioshock-infinite.png[/t][t]http://vgboxart.com/boxes/PC/48150-bioshock-infinite.jpg[/t] mmmmmmmmmmmm

I don't even think it's that bad. [editline]8th December 2012[/editline] [QUOTE=JeanLuc761;38756780]Exactly. That said, it's easy enough to print out a replacement if need be. vgboxart has me covered. [t]http://vgboxart.com/boxes/PC/44749-bioshock-infinite.png[/t][t]http://vgboxart.com/boxes/360/48517-bioshock-infinite.png[/t] mmmmmmmmmmmm[/QUOTE] one on the right is worse imo

[QUOTE=Raidyr;38756784] one on the right is worse imo[/QUOTE] Yeah, kind of has a Final Fantasy vibe to it eh?

It's just really cheesy and it has an odd feeling of hope. A bioshock game shouldn't have a hopeful message.

[QUOTE=JeanLuc761;38756780]Exactly. That said, it's easy enough to print out a replacement if need be. vgboxart has me covered. [t]http://vgboxart.com/boxes/PC/44749-bioshock-infinite.png[/t][t]http://vgboxart.com/boxes/360/48517-bioshock-infinite.png[/t][t]http://vgboxart.com/boxes/PC/48150-bioshock-infinite.jpg[/t] mmmmmmmmmmmm[/QUOTE] Oh WOW, that first one is really nice. I'll probably print out and use that one. Thanks mate! Can you link to a bigger version of that maybe?

[QUOTE=Sardonus;38756833]Oh WOW, that first one is really nice. I'll probably print out and use that one. Thanks mate! Can you link to a bigger version of that maybe?[/QUOTE] [url=http://vgboxart.com/view/44749/bioshock-infinite-cover/]Full size, ready for print.[/url]

Considering the fact that I haven't bought a game retail in more than a year, I hardly care about the box art anymore. If it encourages more gamers to try out Bioshock who wouldn't have, then good. It's not like I'll see it either way.

you're a fucking moron if box art is a factor in whether or not you buy a game

[QUOTE=JeanLuc761;38756857][url=http://vgboxart.com/view/44749/bioshock-infinite-cover/]Full size, ready for print.[/url][/QUOTE] Sweet! That's more the cover I wanted for the game. Sad truth is North America really does not get the artsy covers. Compare Amnesia the Dark Descent. [B]Europe[/B] [img]http://upload.wikimedia.org/wikipedia/en/6/62/Amnesia-The-Dark-Descent-Cover-Art.png[/img] A single rose in a shimmer of light. It's artistic, it's nice, it's unique. It tells us this game will be kind of creepy, you know? There's something very off about this cover. [B]MURICA[/B] [img]http://media.giantbomb.com/uploads/8/80908/1707269-51sa_dqmkgl.jpg[/img] [B]RUN AWAY FROM HOWARD THE DUCK MAN[/B] [editline]8th December 2012[/editline] Heavy Rain works equally as well. Heavy Rain in Japan [img]http://assets.vg247.com/current//2010/01/heavy-rain-japanese-box-art.jpg[/img] Woah. Creepy. A corpse in the water. Depressing, really. Heavy Rain in Europe [img]http://cdn2-www.playstationlifestyle.net/wp-content/uploads/2009/12/Heavy-Rain-PSLS.jpg[/img] A bloodied origami creature, soaked in the rain? Well this certainly evokes some emotion. I'm creeped out looking at this thing. What kind of deranged killer does this? Heavy Rain in America [img]http://assets.vg247.com/current//2010/01/Heavy-Rain-US-Cover.jpg[/img] [[I]holy shit look at this chick's DRIPPING TITS AND OH MY GOD THAT GUY IN THE BACK HAS A GUN [/I]

there's no way that's the american box art

[QUOTE=Sardonus;38756934]Sweet! That's more the cover I wanted for the game. Sad truth is North America really does not get the artsy covers. Compare Amnesia the Dark Descent. [B]Europe[/B] [img]http://upload.wikimedia.org/wikipedia/en/6/62/Amnesia-The-Dark-Descent-Cover-Art.png[/img] A single rose in a shimmer of light. It's artistic, it's nice, it's unique. It tells us this game will be kind of creepy, you know? There's something very off about this cover. [B]MURICA[/B] [img]http://media.giantbomb.com/uploads/8/80908/1707269-51sa_dqmkgl.jpg[/img] [B]RUN AWAY FROM HOWARD THE DUCK MAN[/B] [editline]8th December 2012[/editline] Heavy Rain works equally as well. Heavy Rain in Japan [img]http://assets.vg247.com/current//2010/01/heavy-rain-japanese-box-art.jpg[/img] Woah. Creepy. A corpse in the water. Depressing, really. Heavy Rain in Europe [img]http://cdn2-www.playstationlifestyle.net/wp-content/uploads/2009/12/Heavy-Rain-PSLS.jpg[/img] A bloodied origami creature, soaked in the rain? Well this certainly evokes some emotion. I'm creeped out looking at this thing. What kind of deranged killer does this? Heavy Rain in America [img]http://assets.vg247.com/current//2010/01/Heavy-Rain-US-Cover.jpg[/img] [[I]holy shit look at this chick's DRIPPING TITS AND OH MY GOD THAT GUY IN THE BACK HAS A GUN [/I][/QUOTE] holy shit these are hilarious

I won't even see the box art because Steam

It's a good point though, people who see bioshock on a shelf just look at it like it's some big robot. Ultimately in bioshock, you are a dude with a gun, and there's no reason to downplay that, even if the writing is brilliant.

[QUOTE=Zally13;38757024]there's no way that's the american box art[/QUOTE] For Amnesia the Dark Descent? Dead fucking serious, I own a copy.

[QUOTE=Sardonus;38756934]Sweet! That's more the cover I wanted for the game. -USA BOX ART-[/QUOTE] This one always makes me sad. USA is on the left, obviously. [IMG]http://cdn1.gamepro.com/article_img/gamepro/44165-223422-1.jpg?rand=C9C8586B-9319-CDD8-BB305366BE6E01D5[/IMG]

[QUOTE=Sardonus;38756934][img]http://assets.vg247.com/current//2010/01/Heavy-Rain-US-Cover.jpg[/img] [[I]holy shit look at this chick's DRIPPING TITS AND OH MY GOD THAT GUY IN THE BACK HAS A GUN [/I][/QUOTE] I've only seen the second box art in your post, and I live in the U.S. Weird.

[QUOTE=JeanLuc761;38757098]This one always makes me sad. USA is on the left, obviously. [IMG]http://cdn1.gamepro.com/article_img/gamepro/44165-223422-1.jpg?rand=C9C8586B-9319-CDD8-BB305366BE6E01D5[/IMG][/QUOTE] This literally drains a part of my soul.

Makes sense I guess. Come to think of it, the practice of making promotional designs eye-catching as opposed to accurate reflections of the content it advertises is a pretty ubiquitous strategy in all marketing. I mean, check out TV commercials; sometimes you don't even see the product because those behind the advertisement design were focusing on catching your attention and leaving an impression rather than telling you about the product. It's evidently more effective.

[QUOTE=Turing;38757026]holy shit these are hilarious[/QUOTE] They are, especially the Heavy Rain US version. All of the character's faces are odd, I can't put my finger on it. The origami figure is way too saturated.