The Gamesmaster Golden Joystick Awards 2011 have raced to a million votes in record time, with the gaming gongs attracting huge interest.
TechRadar publisher Future has been running the awards for 29 years, and they have become a tentpole event in the UK gaming calendar.
The flagship Ultimate Game of the Year award will be fought out by gaming giants like Gran Turismo 5, Fifa 11 Portal 2 and Call of Duty: Black Ops.
"It's great that we've already hit a million," says George Walter, Editorial Co-ordinator of the GamesMaster Golden Joysticks, presented by Alienware.
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"All the time we've spent engaging with different game communities and extolling the Joysticks brand through social media is paying off.
"We're also seeing some surprises in the voting, with a few unexpected titles taking an early lead – it's too soon to say for sure, but we could be looking at a few upsets when the winners are announced."