A 23 year old man was stabbed and robbed in Colindale, north west London, in the early hours of the morning for his copy of Grand Theft Auto 5.
The victim had been to a midnight Asda launch of the latest game in the GTA series when he was confronted on Princes Avenue, Colindale, at 1.20am.
According to Scotland Yard, on his way home he was hit with a brick and stabbed.
It is believed multiple suspects were involved in the attack.
The statement reads: "We were called at 1.20am to Princes Avenue, Colindale. A 23-year-old man was shopping, then on his way back home he was hit with a brick and stabbed.
"He was robbed of items he had bought from a nearby Asda supermarket, including a copy of Grand Theft Auto.
"He was taken to a north London hospital where he is currently in a stable condition. We think he was attacked on Princes Avenue by multiple suspects although it is unclear how many at this stage."
The embargo on Grand Theft Auto 5, reportedly the most expensive game ever produced at over £170 million, was broken over the weekend by e-tailer Amazon. It launched to rave reviews and fanfare, and was praised for its irreverent, satirical take on modern America.
The series' premise generally begins with a petty criminal working his way up through the ranks of organised crime by taking on increasingly dangerous jobs.
For such a high profile launch, it is only a matter of time before the franchise is blamed for an act of violence by the usual politicians or press.