Creative director for Bioshock Infinite, Ken Levine, has said in an interview with Wired that the box art for the game is targeted at those who don’t know about the game.
In the interview, courtesy of GameInformer, Levine goes on to say that the cover artwork is to entice the people who don’t know about the game to pick it up. “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.”
He also compares some videogames to salad dressing, in that not everyone reads up about new game releases as they wouldn’t research new salad dressings coming out.
Levine does add that there will be alternate covers available. “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.”
Bioshock Infinite is out on March 26 and you can check out the trailer here.