- 28 Apr 08, 10:38 GMT
It's out on Tuesday, is being showered with 10 out of 10 reviews like a bride with confetti at a wedding and is on course to be the biggest video game of 2008.
More interestingly, perhaps, the game's release feels more like a cultural event than a marketing event. And I don't think the same was quite true of Halo 3's launch.
Cultural events which hit the mainstream are pretty rare in gaming, which makes Grand Theft Auto's release all the more important.
In the UK I've heard some grumbling from journalists who had to trek down to Rockstar's offices to play the game, rather than be handed copies. But I imagine the company is feeling pretty sensitive right now after the long, drawn-out and painful process that saw Manhunt 2 finally released in the UK.
On the marketing side, Microsoft has done its best to try and make the game's release feel like an Xbox exclusive - with lots of adverts tying the two products together.
Sony has settled for releasing a GTA IV PlayStation 3 bundle - and I can see the sense in that; GTA IV is the game many PlayStation 2 owners have been waiting for to justify the purchase of the more powerful console.
It will be very interesting to see a breakdown of sales across the two consoles.
All the signs are pointing to GTA IV being hailed a masterpiece - and I'm looking forward myself to playing the game on Tuesday, even though I've never really fallen in love with the franchise.
I've always admired the technical brilliance of the titles, rather than the narrative, or derived true pleasure from the gameplay mechanics.
I also think it will be very interesting to hear just who goes out and buys the game and who ends up playing the game.
More than 8m sales are predicted. And I predict a fair chunk of that audience will be below 18, the age rating in the UK and 17, the rating in the US.
The US classifier has already issue a reminder to parents about game ratings in the light of GTA's release and in the post-Byron UK retailers had better be very careful about who they hand the game to.
The BBC is not responsible for the content of external internet sites