BioShock Infinite box art designed to appeal to frat houses

By Andrew Yoon, Dec 10, 2012 4:30pm PST

Based on BioShock Infinite's box art, you'd think it's about some shotgun totin' dude that loves burning American flags or something. Yeah, fight the man!

It's an oddly generic box, one that makes the game seem like "generic shooter 2013" and not the next "Ken Levine joint." Sure, Booker is wearing a dapper tie, but it feels like something is missing in this rather boring cover art.

Apparently, the decision to use such boring art was intentional. Creative director Ken Levine admitted that the cover is meant to appeal to "frathouses and places like that."

According to Levine, the results of a tour surveying gamers that don't read sites like this one were disparaging. "Not a single one of them had heard of [the first BioShock]." Levine was then struck with this revelation: "For some people, [games are like salad dressing... 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."

Levine told Wired that he was "heavily involved with" the design of BioShock's original cover, but admitted that it wasn't effective at attracting a more casual audience. "For the people who aren't informed, that's who the box art is for."

Box art connoisseurs will probably want to skip the PS3 version of the game, as it is littered with even more marketing messaging than its other platform counterparts.

The PS3 version of BioShock Infinite proudly touts its exclusive promos

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