As the action begins, Jensen is high up in a gritty apartment complex. He moves out into the streets draped in Blade Runner-esque neon lighting and packed with large, overlapping animated advertisements. Eidos Montreal created over 100 fake brands and logos to make this world feel real, something you can really feel the effects of when blasted with walls of fictional advertisements like this. It's a world stuffed with detail, one that feels worn and lived-in. Curious onlookers peer from windows high above at Jensen as he passes. Steam drifts lazily up from a window-mounted air conditioning unit into the misty air. Bike racks and trash cans line the streets as non-player characters chatter and move between vendor stands selling vegetables under the green and gold glow of the billboard ads. As you might expect, should Jensen pull out a silenced pistol and point it at an NPC, they react with fright, gulping in surprise. Eidos Montreal says you can talk to every NPC in the game, which should be good news for patient players who like to take their time and explore every part of a game world.