A creepy, underwater shooter game that refused to sink when publishers balked at its high development costs has turned into a success story, with "BioShock" getting glowing reviews and top sales.
"Honestly, we couldn't get a lot of publishers to sign up to spend millions of dollars to do a game," said Ken Levine, creative director for "BioShock."
It took a well-timed public relations move to give the game a chance.
"We sold a story to the press essentially that we were having trouble selling the game to a publisher. That story got so much traffic that the next day 'BioShock' was the best idea in the world for everybody," Levine said in an interview.