Christoph Hartmann, the global President of 2K, commented to MCV that Bioshock has the potential to be the next Star Wars.
"For Bioshock, because it’s so story driven, the question obviously arises: how long can you do it without turning into The Matrix? The first Matrix was great, the second one was weird and the third one, you thought: 'Who [making this] is on crack and who isn't?'. "But, then again, look at Star Wars. It’s a fight between good and evil, just like Bioshock. If we spin it the right way and get the right twist of innovation, we can make six parts of it, as Star Wars did.That's not to say that they are going to make six Bioshock games, they merely feel as though the brand has that sort of potential.
"But we have to be careful not to cash in. I won't name the company, but there was a great racing game years ago. They brought it back year-on-year. If you look at the scores, it’s hard to believe what they've done to it. It's upsetting, actually."