Those of us lucky enough to blag our way through the hallowed gates of this year's E3 will have observed that, aside from the usual slavering hyperbole for the platform holders, Ubisoft had one of the strongest offerings of the entire show.
Top of the French firm's list was the stunning and mysterious Assassin's Creed, the first next-gen title from hotshot studio Ubisoft Montreal -responsible for, amongst others, Prince of Persia: Sands of Time.
The pedigree of the team certainly whipped up interest, but it was the behind-closed doors presentation that really hammered home the potential of this medieval PS3 and (likely though unconfirmed) Xbox 360 adventure.
Indeed, in our very own E3 preview we breathlessly referred to it as "arguably Ubi's most exciting new title since it hit us with a Splinter Cell-Prince of Persia double whammy back in 2002." Cripes.
You can find out more about Assassin's Creed right now by checking out Eurogamer TV's exclusive video interview with creative director Patrice Desilets, where he reveals the origins of the story, the impact of next-gen technology and goes into detail about the innovative crowd mechanics operating at the heart of the experience.