I was looking at other another thread about how people are expecting Bioshock to bomb... and I'll admit... i kinda agree... sure anyone reading this will get it Day 1... but it doesn't seem too appealing to the casual gamer... And if Irrational think otherwise... i call them liar...

Sure word of mouth is a powerful marketing tool... but this game presents a unique challenge to the 'word of mouth' technique... it's just soo hard to describe...

I've got plenty of mates who play video games casually... i've lead many to purchase new video games (and even consoles) just by talking about them and demonstrating them at my place...

I'm really looking forward to Bioshock and was trying to explain it to a mate the other day... but he got turned off, maybe it's just me, but Bioshock is one tough cookie to explain in a few sentences. If i say... it's an fps, my mates switch off cause they think "yeah there's a million"... if i say... it's an alternative fps they think "sounds sh*t"... and if i say... it's an fps with rpg elements, with non-linear level designs and interesting character AI they think I'm trying to sell it to them (which i sorta was)...

I tried explaining different elements of the game, "you can hack security systems and use them against the enemy, you can use telekinesis to stop grenades mid-air and throw them back, there's not much ammo in the game so you really have to think and use the environment to destroy your enemies"... not only did i sound like a complete tool... but they shrugged the game off 2 seconds after i stopped talking... in the end, i came up with "Just buy it!"

The point is... how do you describe such a unique game in a way which appeals to the casual audience? (preferably in under 10 seconds)

An input from Elizabeth or any other 2KGames/Irrational employee would be welcome (go ask the marketing folk)