With the show floor now open at GDC 2010, it's game on for show attendees.
Hard core gamers brushed shoulders on Thursday with the suited and booted business crowd, as deals were struck and talented developers wooed.
If the massive wide screen gaming rigs were not enough to pull in the crowds, the free breath mints, buttons, stickers and bouncy ball giveaways filled in the gaps, as people flocked to the various booths.
Mobile gaming, console gaming, PC gaming... it was all on offer. And as for the people watching, well, some might call it a social gaming experience at its best.