Pitching Bioshock - "just another f**king PC FPS"

According to senior designer Joe McDonagh many publishers turned their noses up at the title when it was initially being pitched around.

Speaking to CVG about his role in its conception and development, 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.