Genji Shimada debuted as a playable hero in Blizzard's Overwatch in 2016, voiced by Gaku Spacey as a Japanese cyborg ninja and younger brother of Hanzo. Like other heroes, he has short pain and damage vocalisations that play automatically when hit in matches. Players clipped and shared the more dramatic groans outside the game, where they took on a second life as reaction sounds on soundboards and in edits. The humour comes from the gap between Genji's serious persona and the vulnerable noise, which keeps it popular with Overwatch fans.