Gamescom, the world's largest trade fair for interactive games and entertainment, has opened in Cologne, Germany.
The convention brings together industry professionals and customers to network, and try out some new game releases.
Organizers say that they are expecting hundreds of thousands of people through the doors.
They will meet the biggest names in gaming, including Sony and its eagerly awaited 'Project Morpheus' — virtual 3D glasses for the Playstation, which are touted to take game playing to a new level of reality.
"Project 'Morpheus' will push the boundaries. It's virtual reality "par-excellence". You put on the glasses and dive into a whole new world of games. You don't notice what's happening outside. Our new motion control is very innovative, using sensors in the display. You're completely submerged in a virtual world," said head of Sony Germany Uwe Bassendowski.
Sony's “new world of reality" is making waves with the thousands of gamers who have come to Cologne.
"You feel the emotion. Very, very deep. When you see the shark and they take away your gate, you feel like ‘Eh, eh, come on, it's coming.’ But you know it's not real. But you feel it. It's very, very good," said a game player named Cesare Laterza.
Gamescom is not just a product-launch platform. It is hosting a number of seminars, including several on job opportunities in the gaming industry.
There is even a special area for 'Cosplay' — the re-enactment of games in costumes. Industry professionals say the boundaries for interactive gaming are widening.
"New generation consoles are open and cross-platform, meaning gamers on consoles can play with gamers on smartphones. The latest consoles are also open to small, independent developers. Basically, anyone can develop games now. We're witnessing the opening up of the gaming medium, it's a very important step," said Maximilian Schenk, Interactive Entertainment Software Association.
Computer games have always pushed technology to its limits and these latest offerings take the gaming experience to a new high.
Gamescom runs until August 17.