Speaking as part of an impromptu panel at the D.I.C.E. Summit 2008, Bioshock creative director Ken Levine reminded the crowd that the job of the developer is to amaze people.
"It is easy to forget that your job is to amaze people. If you amaze people, they will buy the thing."
"Are people going to look at this and say 'Omigod! That's awesome!'?"
Levine, whose Bioshock won five Interactive Achievement Awards – including the award for outstanding achievement in game design – spoke on the importance of narrative.
"Games are about a core fantasy."