Senior designer Joe McDonagh has revealed that pitching Bioshock ot publishers wasn't as easy as it may seem. He claimed that Levine spent years trying to pitch the game to publishers and faced rejection after rejection. One publisher harshly remarked that it was 'just another PC FPS that is going to sell 250,000 units.' My my, how wrong were they.

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McDonagh said, "Bioshock was a long time in the making. Ever since System Shock II the team had talked about everything they wished they'd done differently.

"Ken (Levine) spent years pitching the game to publishers but no one was interested, incredible as that seems now. I joined Irrational in December 2004 and my first job was to get a publishing deal for the game (I worked as the Business Development Director for the first six months). I remember pitching the game to one publisher who later told a friend of mine that it was 'just another fucking PC FPS that's going to sell 250,000 units.'