They call it the "stampede of the nerds." Video games fans rushing in at the opening of the E3 expo in Los Angeles.
It's the biggest event of the year for the industry.
And an opportunity for gamers to get their hands on the latest gear.
This year it's all about streaming.
Google showing off its Stadia gaming service.
It's due to launch in November with more than 30 games.
Users will pay a monthly subscription for the full service.
Just one potential problem - the speed of your internet connection: (SOUNDBITE) (English) YOUTUBE PRODUCER AND TECHNOLOGY REPORTER, LOUISE BLAIN, SAYING: "So you've got to have, I think Stadia said, at least a minimum of 10Mb/s which some people still don't have, you know.
I think it's all about accessibility and while it would be perfect to live in this wonderful fast fibre optic world where all these things have no lag, we need to have that infrastructure in in the first place." Microsoft in on the act too.
Its Project xCloud streaming service will start in October.
That comes ahead of its next-generation Xbox console, due to hit store shelves during the 2020 holiday season.
One big absentee at this year's event though.
No sign of Sony.
It too is busy developing a next-generation console.
But the Japanese giant wasn't ready to offer any details on the device.
Analysts are betting on a late 2020 debut for the PlayStation 5.
That kind of home hardware arguably becoming less important though.
Like so many other industries, video gaming has its head in the cloud.