Levine had considered he and Chey to be "the yin and yang of the organization", with Chey handling production matters while Levine worked on the creative side. 2K had moved some of Levine's team, including Jon Chey, to 2K Marin to help develop BioShock 2. One issue at the start of Infinite 's development was reassembling the Irrational team. Though The New York Times claimed that the game cost an estimated $100 million to develop with up to an additional $100 million for marketing, Levine countered this assertion though the true cost of development has not been affirmed. 2K Games gave them the freedom to develop their sequel at will. Irrational worked in secrecy on BioShock Infinite for two-and-a-half years since completing the original BioShock prior to its announcement with the game announced as going gold on February 19, 2013, about five years of development had been put into the game, with about 200 people involved in the process. Though the game was a commercial success, Irrational would downsize shortly after releasing a final piece of Infinite downloadable content and ultimately rebrand itself. 2K Games published BioShock Infinite on 26 March 2013 for PlayStation 3, Windows, and Xbox 360 as the third game in the BioShock series. Additional promotional media included an art book, figurines of various characters in the game, a prequel novella, a board game, and a contest to have the winner have their name used within the game. A standalone browser game, BioShock Infinite: Industrial Revolution, was developed by Lazy 8 Studios under Irrational's direction to promote the main game and provide the player with in-game rewards. They worked with various gaming magazines to create promotional artwork reflecting the turn of the 20th century, and developed tie-in video clips teasing the game's mythology in the style of In Search Of. Irrational and 2K Games used a number of different marketing approaches to promote the game. Levine took a novel approach for his story by bringing the voice actors for Booker and Elizabeth, Troy Baker and Courtnee Draper, respectively, into the studio to develop the characters and help refine the story. Central to the game was the character of Elizabeth, whom Levine wanted to be more of a companion akin to Half-Life 2 's Alyx Vance rather than an escort mission. The Irrational team referenced much of the media from the turn of the century, as well as more recent events such as the various "Occupy" protests, to shape the game's story and world. Though development initially started in Rapture, the underwater city of the first two BioShock games, the team found this to be too limiting and created the open-aired city of Columbia that allowed for expanded opportunities for combat. His story took these events to create a tale set in 1912 where the player, as former Pinkerton agent Booker DeWitt, is challenged to rescue a young woman, Elizabeth, who has been kept aboard the floating city of Columbia in the middle of a civil war between its founder Father Zachary Comstock and the Vox Populi, the underclass revolting against him. Irrational's creative lead, Ken Levine was inspired by events at the turn of the 20th century and the expansion of the concept of American Exceptionalism set by the 1893 World's Fair in Chicago. The five-year development, led by studio Irrational Games, began under the moniker "Project Icarus". The development of BioShock Infinite began after BioShock 's release in August 2007. Ken Levine, the creative director and lead writer for BioShock Infinite
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