And we have lift off. Following an early opening for press earlier this morning, Eurogamer Expo 2010 is now open to the public.
Online tickets have since sold out, although day tickets can be bought on the door from 3pm each day for £6.
To give you a sense of how big this is, Pat’s just sent this over: the queue of death at Earls Court.
Watch it below.
There’s still more to come from the show, including Peter Molyneux’s Fable III panel at midday, so keep it here.