BioShock Infinite box art is to entice new players says Levine

Levine also professes not knowing anything about salad dressing

The newly revealed box art for BioShock Infinite has drawn a bit of flack from fans of the series for being too much like every other game box ever designed.

Irrational boss, Ken Levine has responded to the criticism has explained the choice stating that it has been designed to help entice more players to try the game and not to please existing fans.

"We had to make that trade-off in terms of where we were spending our marketing dollars," Levine elaborated. "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 continued, "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."

That's not the only disappointment that BioShock fans have been hit with recently. BioShock Infinite has been delayed again and will now be released on March 26th in the US and March 29th in the UK and Europe, a full month after it was due to be released.

Thanks Wired.

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