Just how does a game like Far Cry 3 compete with juggernauts Battlefield 3 and Modern Warfare 3? "We want to be in our own spot." Explains Ubisoft Montreal producer Dan Hay.
"Far Cry is off the map. Jason is a character who is just like you. This is your vacation - you get on the plane, you land, you think you've got it all covered... it's a very unique and different experience."
"There were a number of different ways to go: military or even a little bit sci-fi. The reality is that we sat down and asked - what really scares us? What intrigues us? The reality is that we're not afraid of what's under the bed. We're not afraid of what's in the closet.
"We're afraid of the guy coming through the window at three o'clock in the morning with a knife. That's this game. How do you deal with that? How do you manage it? How would you manage it in the middle of nowhere when there's no-one to help? At all? EVER. That's what we're going for."
Epic, epic stuff. Check out Tim Clark's tropical-tasting Far Cry 3 preview for the entire scoop.
Alternatively, watch the 1980s TV advert for Umbongo. And imagine it smeared in blood. And, erm, set on a Pacific Island. Actually, just read the preview. It's good. You get to kill animals.