Rockstar has fulfilled its promise and ensured that its servers get a little warm this afternoon, releasing the trailer for third-person shoot-and-steal-'em-up Grand Theft Auto V on its official website.
The trailer doesn't reveal a great deal about the game, beyond its location - a sun-kissed Los Angeles equivalent, likely the San Andreas seen in the imaginatively-titled Grand Theft Auto: San Andreas - and protaganist - a sympathetic criminal looking to retire from his life of crime to support his kids - but that isn't stopping fans flocking to the site to catch a glimpse of what the latest entry in the series has to offer.
Although entitled GTA V, the game is actually the fifteenth in the series - if all expansion packs are counted - which originally started life as a top-down game in which the player took on the role of a police officer hunting down criminals.
A quick role reversal before the game's release brought about the series that we all know today, but wasn't without its controversy: the game's violent - and, occasionally, tongue-in-cheek sexual - themes have been blamed for the corruption of today's youth, with GTA III once described by former lawyer Jack Thompson as a "murder simulator."
Despite - or possibly because of - the controversy, the Grand Theft Auto series is extremely popular, and GTA V doesn't look like bucking that trend.
The trailer is available here, for at least as long as it takes Rockstar's servers to fall over.