Plants vs. Zombies was released by PopCap in 2009, and many of its tiny sound effects became memorable because of the game's bright art style and fast, readable audio cues. The gulp sound is one of those short effects people pull into edits when they want a playful swallow or eating beat without using a realistic recording. It remains useful online because it is instantly game-like, very brief, and easy to fit into memes, gameplay montages, and quick reaction clips.