I definitely would! I think if you market it as a game that takes place in the world of Bioshock rather than a Bioshock game, you'll be able to draw more people in.
For example, describe Rapture in full detail, Adam/Eve, plasmids, etc. Keep mention of the game to a minimum. People who have played will recognize it through the descriptions. Also make sure to include a sentence or whatever saying that applicants do not need to be familiar with the plot of the series to be able to play. Since it's multi-fandom, that would help here I think.