Many PC gaming fans have endured a sleepless night to be amongst the first to experience the third expansion to MMO behemoth World of Warcraft: Cataclysm, which launches worldwide today.
UK gamers showed particular grit by braving freezing conditions last night to pick up the game at a number of retailers who opened their doors at midnight.
At GAME's launch event at Sound in Leicester Square, Blizzard developers Greg Street and Dave Kosak were on hand to answer questions and sign copies of the game. The evening was hosted by Gadget Show star and all-round celebrity geek Jason Bradbury.
Predictably, Blizzard's servers are currently taking somewhat of a hammering as millions of people attempt to log in to the game. Expect things to improve over the next 24-48 hours.
The arrival of Cataclysm is arguably the final triple-A release of the year and the gloves are now off in the battle to claim the coveted Christmas Number One crown.