"What is the package of an Oreo cookie? It is a representation of something that is trying to catch your eye and appeal to you," Levine said. "Does it taste like an Oreo cookie? No. Does it feel like an Oreo cookie? Can you eat it? No. Does it have any nutritional value? No."

The BioShock Infinite box art has been a point of controversy for Irrational Games since its unveiling. It features a gun-toting Booker DeWitt, the game's male hero on the front, with Elizabeth placed on the back. Levine that the box art was designed for the uninformed. This group may not keep up to date with the happenings of the business but is in no way any less important, Levine argued. In fact, he said it is the opposite; these gamers are keeping the business alive.

"I understand why people are bothered by this, because for some reason BioShock in particular is something they put this particular value on," Levine explained. "But I have a responsibility to the company I work for, to the people I employ, to give them the best shot of having their work recognized and rewarded. And you know what, if I'm going to get criticized because I chose a [controversial] box cover, those people don't have the same responsibilities that I do."

"I have a responsibility to the company I work for, to the people I employ, to give them the best shot of having their work recognized and rewarded."

Levine explained that the process of choosing box art for BioShock Infinite came down to selecting imagery that would draw consumers to it and hopefully lead to a sale. He said Irrational created numerous concepts and showed them to thousands of people to gauge their reactions.

"This is not something to take lightly; the goal is when you walk by it on the shelf, is that person going to go and pick up the box?," Levine said. "And you can intellectualize that process a great deal and say 'What if this, what if that?' But when you actually put it in front of people, what is their reaction?"

Levine said when gamers finally do play BioShock Infinite, they will understand that the box art only scratches the surface of what the game truly is trying to say. "One's fish and one's fowl," he said.

"I pick up the front, yeah, Elizabeth's not on the front, but you flip it over, she's on the back. Sorry [waves hands sarcastically]. If that's what it takes to make the game successful and to continue to employ people, and to have more of these games, I'll take that hit happily."

BioShock Infinite launches March 26 for Xbox 360, PlayStation 3, and PC. Levine what he's making next.

From: www.gamespot.com

Creative director and studio cofounder Ken Levine doesn't know.

Responding to a question about whether or not he is excited about the arrival of next-generation platforms and the new features and capabilities they bring, Levine told GameSpot, "I don't have a thought for our next game, so it's kind of hard to even think about that."

The Irrational Games as executive vice president of development.

From: www.gamespot.com

"I have to sit back and think about the next-generation. Obviously, more memory, more power is always a good thing. I love the fact that Sony's architecture is now much more aligned with the architecture of the PCs and[#145;]I can't say about the Xbox, but I presume they're continuing in that direction," Levine said.

"That will make life a lot better for gamers because you won't have that sort of diversification of resources in the same way that you had to do to support the differences in the [current-generation platforms]," he added. "I don't mean Move vs. Kinect, I mean specifically the architecture underneath. So that's a positive."

Overall, Levine said he hasn't yet give much specific thought to how he might approach development for next-generation platforms. However, he did make clear that his ambition for greater detail will be an area the new, more powerful machines can help.

"Obviously, more memory, more power is always a good thing."

"I really haven't sat back and thought the particular features or what I would do with the additional power besides the obvious things: I like detail and more power gives you more detail. That's obvious," Levine said.

Levine noted that this increase in power will not be without its share of potential difficulties.

"I think you then start running into, at some point, an issue of can you produce the content to fill that detail? Because BioShock Infinite really strained our[#145;]we produced a lot of content if you look at that level of detail," he said. "So then you go beyond the systems; can we build an infrastructure internally to build enough content to fill out that space? And that's going to be another challenge."

Levine's latest body of work is .

From: www.gamespot.com

"I have to sit back and think about the next-generation. Obviously, more memory, more power is always a good thing. I love the fact that Sony's architecture is now much more aligned with the architecture of the PCs and[#133;]I can't say about the Xbox, but I presume they're continuing in that direction," Levine said.

"That will make life a lot better for gamers because you won't have that sort of diversification of resources in the same way that you had to do to support the differences in the [current-generation platforms]," he added. "I don't mean Move vs. Kinect, I mean specifically the architecture underneath. So that's a positive."

Overall, Levine said he hasn't yet give much specific thought to how he might approach development for next-generation platforms. However, he did make clear that his ambition for greater detail will be an area the new, more powerful machines can help.

"Obviously, more memory, more power is always a good thing."

"I really haven't sat back and thought the particular features or what I would do with the additional power besides the obvious things: I like detail and more power gives you more detail. That's obvious," Levine said.

Levine noted that this increase in power will not be without its share of potential difficulties.

"I think you then start running into, at some point, an issue of can you produce the content to fill that detail? Because BioShock Infinite really strained our[#133;]we produced a lot of content if you look at that level of detail," he said. "So then you go beyond the systems; can we build an infrastructure internally to build enough content to fill out that space? And that's going to be another challenge."

Levine's latest body of work is .

From: www.gamespot.com

"I have to sit back and think about the next-generation. Obviously, more memory, more power is always a good thing. I love the fact that Sony's architecture is now much more aligned with the architecture of the PCs and[#133;]I can't say about the Xbox, but I presume they're continuing in that direction," Levine said.

"That will make life a lot better for gamers because you won't have that sort of diversification of resources in the same way that you had to do to support the differences in the [current-generation platforms]," he added. "I don't mean Move vs. Kinect, I mean specifically the architecture underneath. So that's a positive."

Overall, Levine said he hasn't yet give much specific thought to how he might approach development for next-generation platforms. However, he did make clear that his ambition for greater detail will be an area the new, more powerful machines can help.

"Obviously, more memory, more power is always a good thing."

"I really haven't sat back and thought the particular features or what I would do with the additional power besides the obvious things: I like detail and more power gives you more detail. That's obvious," Levine said.

Levine noted that this increase in power will not be without its share of potential difficulties.

"I think you then start running into, at some point, an issue of can you produce the content to fill that detail? Because BioShock Infinite really strained our[#133;]we produced a lot of content if you look at that level of detail," he said. "So then you go beyond the systems; can we build an infrastructure internally to build enough content to fill out that space? And that's going to be another challenge."

Levine's latest body of work is .

From: www.gamespot.com