Gears of War 3 was meant to be shown off at Spike's Video Game Awards, but it was noticeably absent when the event actually took place.
Epic Games' Cliff Bleszinski has now explained that the decision was made for strategic reasons.
"There's a lot of strategising going on and at any point something may shift due to a strategic move that needs to happen. So I came our here potentially announcing something, it turns out the timing's not right," Bleszinski told 1Up.
The reveal will likely be re-scheduled for a later date.