Fable is a 2004 action role-playing game developed by Lionhead Studios for Xbox, set in the fantasy world of Albion. In the Heroes' Guild, the Guildmaster guides the young hero and announces new quest cards, which players collect to choose missions and advance the story. The line became memorable through repeated early-game moments and later replays, remasters and clips shared online. It survives as a gaming shorthand for getting a new objective, quoted by fans whenever a task, side quest or real-world errand appears.