Techland's eye-catching Dead Island trailer, which shows a reverse-time account of a young girl on a tropical holiday island being torn away from her parents, become a zombie and eventually be flung out of a window, turned heads - but what did Valve, the maker of Left 4 Dead, perhaps the best zombie game of this generation, think?
"It's pretty awesome. It's really good," Left 4 Dead writer Chet Faliszek told Eurogamer.
"I think it's great, but I just had a baby this year and I just had a weird feeling," offered writing partner Erik Wolpaw. "The violence towards kids is unpleasant. I'm not offended by it, but it's unpleasant in a way that makes it difficult to watch.
"But it looks cool. An open world zombie game would be awesome."
Left 4 Dead is a four-player co-op first-person shooter that sees players battle against hordes of zombies as they desperately head for safety.
Dead Island, due out this year, is also a four-player co-op zombie survival game, but it takes place on an island.
It has a heavy focus on melee fighting - lopping zombie's arms off with sharp objects and staving their rotten faces in with blunt objects. Guns exist, but ammo is scarce.
The game's also got RPG guts - character classes, skill development and weapon customisation.
While the trailer got gamers talking, and indeed caused Dead Island to trend on Twitter, some remain sceptical that it does not accurately reflect the video game it promotes.
"That's what I'm curious about as well," said Faliszek. "But I'll tell you what, it brought me in and I want to know more about the game."
Wolpaw agreed: "Telling it in reverse was a neat filmic thing. Coming out of it, I still don't know anything about the game, but as a way to reintroduce... hey guys, remember this game we talked about three years ago? Here it is.
"It was hardcore. It'll be interesting to see what happens in the game."
Dead Island was revealed way back in 2007, and despite Techland announcing that everything was well and good in 2009, it had been assumed to be in limbo. Some suggested Techland was waiting for Left 4 Dead and L4D2 to come and go.
On Valve's website sits a profile page, and on that profile page sits an entry for Left 4 Dead writer Chet Faliszek. It reads: "We are all still trying to figure out exactly what it is that Chet does at Valve, but at the very least he occupies office space on the 11th floor as self-proclaimed Mr. Awesome."
Mr. Awesome? Where does that come from?
"So our old HR person wrote that for me, and it was the example of a really bad profile to put up," Mr. Awesome told Eurogamer. "Then she wouldn't let me change it."
"The day of Half-Life: Episode 1," he continued, "that's where it came from. They were handing out recognition for Episode 1. No one knew what to say, so the first three or four people fumbled around. I just went up and I thanked myself for being awesome.
"Then other people who didn't know what to say just thanked me for being awesome."
So, what does Mr. Awesome do, apart from co-write alongside Erik Wolpaw on games such as Half-Life 2: Episode Two, Portal, Team Fortress 2, Left 4 Dead, Left 4 Dead 2 and the upcoming Portal 2?
"That description came after Half-Life: Episode 1. A lot of people didn't understand the part I played in that, with the response rules speech, which is on the fly speech.
"It was semi-accurate at the time. Now people know what I do. I walk around the hall with my iron fist, keeping people in line."
The Mr. Awesome description has been on Valve's website for five years. "I have to re-write it," Mr. Awesome said. "We don't even have an 11th floor anymore. We've moved buildings. But I don't want people to be able to find me."
Faliszek and writing partner Erik Wolpaw have been with Valve for six-and-a-half years. The duo, who grew up together, were hired after bumping into Valve through their website Old Man Murray.
"Out of the blue, in 2004, Gabe [Newell, Valve boss] just emailed us and said, do you want to come work for Valve?" Faliszek revealed.
"Gabe's initial email really was one line. We asked, can you explain more? "No. Just come out."
"I figured, what the hell," Wolpaw added. "We were just like, we'll just give it a shot and see what it's like. Seven years later, it's fine."
I have no idea what to make of this, other than happiness. With confusion. Someone has taken