Epic Games and Firefox maker Mozilla have showcased Unreal Engine 4 running straight out of a browser.
The latest technological leap requires no plugins and yet can run Epic's Soul and Swing Ninja demos at "near-native" speeds.
"This technology has reached a point where games that the user can jump into via a web link are now almost indistinguishable from ones they might have had to wait to download and install," Mozilla exec Brendan Eich said.
"Using Emscripten to cross-compile C and C++ into asm.js, developers can run their games at near-native speeds, so they can approach the Web as they would any other platform."
Crank up the video below to HD and take a peek: