As part of the ID@Xbox portion of its E3 press briefing, Microsoft unveiled an extended look at the upcoming We Happy Few. The psychological stealth adventure game was given a near 5-minute demo on-stage, and looks simultaneously creepy and so messed up I’m mildly worried for the sanity of the developers.

Created by Compulsion Games, developers of Contrast, We Happy Few is set in a world where the people are forced to take Joy pills to make them happy. Players will take the role of a “downer” – someone who stops taking the medication and sees the world how it really is. In the game you’ll need to blend in with the manically happy populace or be beaten to death.

We Happy Few launches on the Xbox One Preview Program and Steam Early Access on July 26, with a full release planned later this year on PC and Xbox One.