The lights are on
Update: Ken Levine contacted us regarding this story. It looks like the Irrational name might not be guaranteed after all.
"We don't have a name. Anybody got any ideas?" Levine wrote in his correspondence. Our source, GamesIndustry, has also edited its story. "Zelnick notes that Levine will be keeping the Irrational Studios name for his next project - but is vague about the fate of BioShock," the story said prior to update.
When Ken Levine and 2K Games announced that Irrational Games was winding down, a number of details were unclear. Among them was whether Irrational Games would cease to exist entirely.
In an interview with GamesIndustry, Take-Two CEO Strauss Zelnick confirms that Ken Levine will keep the Irrational name. The new project will be called Irrational Studios, though information on what Levine and his small team will be working on has yet to be revealed.
As for BioShock, Zelnick says that the series is “beloved” and in 2K Games’ hands. Again, no information is available on what might happen to that franchise moving forward.
Our TakeIn marketing and branding, names don’t just have power, they have real monetary value. They also have baggage. Levine is choosing to keep the heritage of the Irrational name, including its successful releases and the unfortunate layoffs of approximately 75 individuals.
Additionally, Irrational will be thought of as “the BioShock studio,” giving Levine a big challenge with a smaller budget and team. It’s up to Levine to prove that keeping the name was the right choice.