Following the ilovebees ARG of 2004, which Microsoft used to promote Halo 2, it's been pretty much expected that the company would try to pull a similar trick again; and in the last few days it appears that has now happened.

A thread on the official Gears of War forums has a detailed breakdown on an Xbox Live message received by one person, apparently from GoW main character Marcus Fenix. The message said, "We need your help. Can't talk now. Don't know who to trust. Will send more tomorrow." The poster also added links to screengrabs of the message, together with a video that disproves a 'PhotoShop' hoax.

Since then, a number of others have reported receiving messages from Fenix, and a second character called Dom (going by the Gamertag LocustHordeH8r and likely Fenix's 'best friend', Dominic Santiago). Gamers who've sent Friends requests have been added to their 'squad' and have now been sent the first part of a 'code':

"Here's the first part of the message. Remember this is only part of a bigger code that you'll need to crack. FLASH. The study of onomatology may reveal the son of the right hand, but there are only three among it that belong."

So there you have it. It's happening. Again.

Head over to Epic's Gears of War forums for more details on the 'code', which has everybody suggesting that getting stuck into a copy of the Bible will provide the answers...

We'll have more on this as it develops...