A gamer in Taiwan has died after a marathon 40-hour session playing Diablo III.
The role-playing game has won plaudits for its refreshing take on the traditional 'kill monsters, find loot, escape dungeons' formula.
But it has also proven remarkably addictive - especially towards the end of the game, where a major investment in repetitive questing is needed to build your character's strength to the point where you can defeat the great Diablo himself.
Unfortunately for one gamer in Taiwan, playing the game was the last thing he did.
After a massive two-day stint playing the game in a private internet cafe room, he collapsed and was found resting on a table.
When he was roused the gamer managed only a few steps before collapsing.
Many of the details about the incident are not yet known - accoriding to an Australian newspaper it is thought he died after cardiovascular problems, but that has not been proven.
Even the gamer's name is unknown - he is only referred to by a surname, Chuang. He is said to be 18 years old.
However the game's makers, Blizzard, have issued a statement saying they are "saddened" by the news.
Blizzard - who also make World of Warcraft - said:
"We're saddened to hear this news, and our thoughts are with his family and friends during this difficult time. We don't feel it would be appropriate for us to comment further without knowing all of the circumstances involved.
"While we recognise that it's ultimately up to each individual or their parent or guardian to determine playing habits, we feel that moderation is clearly important, and that a person's day-to-day life should take precedence over any form of entertainment."
The man's death is the second similar incident in Taiwan this year, after a man was found to have died in New Taipei after playing a video game for 23 hours non stop.