If you've been on a Tube, a bus or witnessed anyone holding a smartphone anywhere in the past few weeks, you know about Candy Crush Saga.
While the big consoles and AAA games still get most of the column inches, King's action-puzzler has quietly taken the Android and iOS charts by storm, racking up in-app purchases that bigger-name games can only dream about.
But now it turns out there may be a way to bypass the game's torturously slow regeneration mechanic, and play essentially for free.
And you don't have to hack anything. Or pay 69p for five more lives.
According to various online gaming sites, all you have to do is change your time settings. The widely-employed method involves simply setting your clock forward by 2 and a half hours, so that the game thinks more time has passed than actually has passed.
Restart your device, reload Candy Crush Saga, and bingo - you should be back in business.
Of course, given that the game's makers are apparently planning on launching an IPO based largely on the title's success, we wouldn't be surprised if this loophole is closed fairly soon. And no, it doesn't work for PC or Facebook versions of the game.