'BioShock' marketers take page from pics

September 05, 2007 While licensing movies to turn into games may not be as popular as it once was, it's considered strategically appropriate to market a "triple-A game" the same way that producers publicize their big films. The just-released first-person shooter for PC and Xbox 360 from 2K Games, which some critics have said is likely to be the best game of 2007, was deemed by its marketing people to require special attention. "The game was so good we knew how much it would benefit from word-of-mouth," explains Tom Bass, 2K's director of marketing.

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