Genji Shimada is a playable hero in Blizzard's team shooter Overwatch, released in 2016, voiced in English by Gaku Space. Like other heroes, he has short in-game vocalisations for taking damage, effort and defeat, and players began isolating those grunts outside matches. The groaning clip circulated on soundboards and in video edits as a standalone reaction, detached from gameplay. Its popularity comes from instant recognition for Overwatch fans and clear meaning for everyone else, so it remains a go-to pained reaction in memes and montages.