After 30 years as a villain Wreck-It-Ralph (voiced by John C Reilly), feeling unappreciated, decides he wants to become the hero.
Breaking protocol he ventures into other games in search of a gold medal to win his colleagues' respect.
This gives the film makers the opportunity to experiment with a myriad of palettes and different forms of animation from retro to Japanese anime.
From Ralph's first appearance in a Bad Anon bad guys' support group - mantra "one game at a time" - the sense is that this is an animation trying to transcend the expectations of the genre.
Smart and soulful and with a delightful eye for detail, it's totally captivating.
While adults can relive their video-gaming youth, the kids can enjoy the wonderfully exciting and colourful 3D animated characters and settings.