Techland's eye-catching Dead Island trailer, which shows a reverse-time account of a young girl on a tropical holiday island being torn away from her parents, become a zombie and eventually be flung out of a window, turned heads - but what did Valve, the maker of Left 4 Dead, perhaps the best zombie game of this generation, think?
"It's pretty awesome. It's really good," Left 4 Dead writer Chet Faliszek told Eurogamer.
"I think it's great, but I just had a baby this year and I just had a weird feeling," offered writing partner Erik Wolpaw. "The violence towards kids is unpleasant. I'm not offended by it, but it's unpleasant in a way that makes it difficult to watch.
"But it looks cool. An open world zombie game would be awesome."
Left 4 Dead is a four-player co-op first-person shooter that sees players battle against hordes of zombies as they desperately head for safety.
Dead Island, due out this year, is also a four-player co-op zombie survival game, but it takes place on an island.
It has a heavy focus on melee fighting - lopping zombie's arms off with sharp objects and staving their rotten faces in with blunt objects. Guns exist, but ammo is scarce.
The game's also got RPG guts - character classes, skill development and weapon customisation.
While the trailer got gamers talking, and indeed caused Dead Island to trend on Twitter, some remain sceptical that it does not accurately reflect the video game it promotes.
"That's what I'm curious about as well," said Faliszek. "But I'll tell you what, it brought me in and I want to know more about the game."
Wolpaw agreed: "Telling it in reverse was a neat filmic thing. Coming out of it, I still don't know anything about the game, but as a way to reintroduce... hey guys, remember this game we talked about three years ago? Here it is.
"It was hardcore. It'll be interesting to see what happens in the game."
Dead Island was revealed way back in 2007, and despite Techland announcing that everything was well and good in 2009, it had been assumed to be in limbo. Some suggested Techland was waiting for Left 4 Dead and L4D2 to come and go.