Pokemon Legends: Z-A fans are getting hypnotized by the next likely Mega Evolution candidate, a psychic squid amassing an army for its “my friend Malamar” hype: “GREATEST POKEMON OF ALL TIME!”

If the news hasn’t reached you yet, Malamar reigns supreme as the ultimate Pocket Monster in history. Absolutely everybody adores the creature, and you’d better jump on the bandwagon. Devoted trainers and pals of Malamar have been singing its praises ever since the sixth-generation Dark/Psychic oddity arrived, seemingly out of pure affection.

Still, for real—why has this oversized calamari hijacked the timeline? A day ago, a string of surreal real-world clips hit Pokémon’s verified feeds, each depicting civilians worshipping Malamar: a wildly pumped painter spraying a building-size mural, a cabbie whose ride is stuffed with plush tentacles and who sports what can only be called a cloak stitched from the toys—living the dream, honestly—and a street performer who dances for an applauding mob while shouting, “My buddy Malamar.”

Chances are high that these stunts herald Malamar’s upcoming Mega Evolution in Pokémon Legends: Z-A—after all, other fresh Megas have been foreshadowed in equally eccentric fashion. The footage leans hard into the Pokémon’s rumored hypnotic talents, implying it’s bending minds worldwide just to be cherished—an unsettling thought if you dwell on it.

While the brand channels keep the hype alive, the community has mirrored the energy. “FUUUUCKKKK!!! I LOOOVE MALAMAR!!! GREATEST POKÉMON OF ALL TIME!!!” howls one newly converted disciple. “Randomly compelled to sketch my top pick Malamar,” tweets another, unveiling slick fresh fan-art of the cephalopod.

Elsewhere, trainers are drafting their own Malamar chain-mail sermons—soak in the spectacle down below. It’s… a lot.

The best bit for every Malamar comrade? Serebii notes that an “exclusive Malamar tribute” is slated to drop on the franchise’s socials at 6 am PT / 9 am ET / 1 pm GMT this coming Wednesday, September 10. My money’s on the Mega reveal, yet it’d be peak comedy if the whole campaign ends up being a giant ploy to boost popularity for one of Kalos’ strangest creatures and nothing more.

While you hang around, dip into our list of the greatest Pokémon games of all time.

I serve as GamesRadar+’s Deputy News Editor, tag-teaming with the crew to spotlight the gaming yarns we’re passionate about. After untold nights packing The University of Sheffield’s student rag with Pokémon scoops and indie gems—and snagging a Journalism Studies degree—I kicked things off at GAMINGbible, grinding as a reporter for a year and a half. Next stop was TechRadar Gaming, where I hunted scoops and typed up all manner of curiosities. Off the clock, you’ll catch me parked on Switch or PS5 devouring narrative RPGs à la Xenoblade Chronicles and Persona 5 Royal, nuzlocking classic Pokémon titles, or chasing that Victory Royale in Fortnite.