The madcap characters on the 2K Games UK PR Team have developed an obsession with beards.
So enamoured have they become with the untamed facial shrubbery of WWE 2K14's alternative cover star Daniel Bryan (pictured), they have created a competition for MCV readers dedicated to chin-warming fuzz.
All you have to do is send in the funniest photo of yourself with a beard.
Don't have one? Fear not – you can download 2K's beard supplement, as seen below or on the back cover of this week's issue of MCV. It's on the second page of the PDF.
Entries need to be submitted via Twitter to @2KUKPR, with the following message: "#wwe2k14beard. I accept the contest terms". You can find the terms at wwe.2k.com/beard. Obviously.
The prize is tickets to a future WWE Live event. Best of luck.