Popular YouTube personality John "TotalBiscuit" Bain has died. He was 33.

The acerbic British game critic’s death was announced by his spouse Genna Bain on Twitter this morning.

John Bain rose to prominence on YouTube in 2010, after he lost his job at a financial advisory company and began making World of Warcraft videos.

He quickly branched out from Blizzard’s MMO to cover all aspects of the game industry, and was known for his commanding voice, frank style, "pro-consumer" stance, and willingness to speak his mind on all controversial topics.

Bain certainly lived up to his "Cynical Brit" moniker, and many passionate gamers no doubt saw something of themselves in him, as he spawned legion lesser imitators.

He was diagnosed with bowel cancer in 2014, but chemotherapy and radiation treatment temporarily beat it back.

However, it returned in 2015, and Bain spent a good portion of the next three years in treatment, before the chemotherapy lost its effectiveness and his liver began to fail.

Last month, sensing the end was near, he retired from game criticism, stating that he was "currently coming to terms with the fact that I don't have long left".

"That will most likely be my last health update, unless some miracle happens or we do indeed find a trial that can do something despite the damage to my liver," he wrote on Reddit.

"It's been a privilege. Thank you all for letting me into your life and do something so important as to have an impact on how you spend your hard-earned money."