As West Ham search for a spark to reignite their push for European places, time is running out for Said Benrahma to make his mark at the London Stadium.
Much excitement greeted the Algerian's arrival at West Ham from Brentford in a £30million deal almost two years ago, but the 26-year-old has struggled to live up to that fee, only performing in fits and starts under David Moyes.
The West Ham manager has been very public in calling for Benrahma to improve since, demanding more consistency and team efforts as opposed to flicks and tricks.
There was a flare point in last Saturday's 1-1 draw with Newcastle as Moyes erupted at Benrahma as he trudged off slowly after being substituted in the 73rd minute, the 17th time he has been hooked this season.
“I want Said to be a team player, which he is,” Moyes said afterwards.
“I want him to make and create goals and score goals and understand when to pass and dribble and keep it. So they are the key things for Said.”
Benrahma has five goals and four assists in the Premier League this season but has managed just two goals in his last 17 West Ham appearances.
There is always a sense of the unexpected when the former Brentford winger gets on the ball. A terrific solo goal against Genk in the Europa League earlier this season showed what he is capable of, but too often his attempts to dazzle come to nothing.
Benrahma is nothing if not confident, but he must become more efficient. He has a higher rate of shots per 90 minutes than any other West Ham regular, but scores an average of 0.1 goals per shot, the lowest of any attacking player at the club. Defender Craig Dawson has a higher average.
Benrahma has scored against Manchester United this season but his other goals have come against Steve Bruce's Newcastle, a floundering Leicester City side, Watford, and in defeat to Southampton.
His most eye-catching performances have come against weaker European sides and those fighting relegation in the Premier League.
Having invested heavily in Benrahma, Moyes must find a way to get him firing when it really counts.
Efforts are being made. There is hope that Benrahma can follow the lead of Jarrod Bowen, who has become a far more dangerous and efficient forward through additional sessions in training and detailed work with the coaching staff.
Similar work is being done with Benrahma, but it needs to start paying off.
Ahead of Sunday's visit from Champions League chasing Wolves, talk around West Ham is shifting from chances of a top-four finish to securing a place in the top six after a run of one win in five Premier League games.
Bowen has been the exception in recent weeks - but he cannot go it alone.
Moyes has called for his attacking players to step up and deliver a “rocket” to their hopes across the second half of the season, but a series of tired performances and collective poor form have raised serious concerns.
Bowen has been the exception in recent weeks with seven goals in his last eight games, but the winger cannot go it alone and needs others to step up to his level.
What has sustained West Ham this season is different players peaking at different times. Fornals and Antonio made blistering starts to the season before Bowen and Manuel Lanzini stepped up as that pair fell away.
Nikola Vlasic, another big money signing yet to deliver on the fee, has rarely been given a sufficient chance to make an impact, though there have been encouraging signs.
With Fornals and Antonio struggling for form and Lanzini suffering fitness issues, many are looking to Benrahma for inspiration - and there is hardly a better time to step up.
