Sony will unveil the PlayStation 4 later today - and it will do it live, on the internet, to an audience of millions.
There will be HD show-reels, amazing renders and (hopefully) a seamless broadcast of these pictures around the world.
It didn't used to be this way.
Not only did news about new consoles tend to hit the mass audience in print - or on TV news - rather than live video streams and blogs, there was also a distinct lack of razzmatazz compared to today's high-profile launches.
Take a look at some of the announcement videos, on-stage unveilings and breaking news about the consoles of yesterday - and then be very glad once 11pm Tuesday rolls around and The Rock doesn't walk onstage to awkwardly mispronounce two-syllable words.