It isn't being shown to the thousands of gamers that have descended on Koelnmesse for Gamescom's public opening today, but talk of the show amongst the trade is Bioshock Infinite.
Irrational Games' second Bioshock title was unveiled to the press two weeks ago in New York but has been flown over to Germany for press, trade and retail demos this week.
Key developers have been on hand to run through the game's features and theme - and clearly it's having the desired effect.
The head of one European publisher told MCV that the game has "the slickest demo you'll see for any new title" – and one continental retail buyer said the third game will be a "sure fire hit" when it arrives.
Another publishing exec remarked that the industry "needs to know the release date so we can plan our games around - and away from - Bioshock when it hits".
But the date, however, is still elusive - Take-Two has only confirmed the game will arrive during calendar 2012.