Sony has talked up its Personal 3D Viewer, saying it will "revolutionise games forever".
The HMZ-T1 Personal 3D Viewer is a 3D-capable head mounted display that launches in Japan this November.
The device crams two 720p OLED screens in front of gamers' eyeballs, capable of both 2D and 3D output. Sony expects the device to sell for 60,000 yen (Ł480).
"Picture the scene," begins Sony's latest pitch. "You're sharing your television with friends, and while they watch the latest blockbuster movie, you decide you'd rather get a high speed kick from Gran Turismo 5.
"Normally, short of grabbing the TV remote and upsetting your mates, there'd be little to do except sit and quietly imagine the thrill of the Nurburgring at 200 miles per hour, while waiting for the movie's credits to roll...
"The Personal 3D Viewer is about to change all that, however, as you'll soon be able to immerse yourself completely in a private world of entertainment. Slipping the straps of the device around your head, you'll feel as though you're sat in your own personal cinema - complete with a dazzling 3D display and dynamic, 5.1 virtual surround sound.
"Jump behind the wheel of the Mercedes-Benz SLS AMG in Gran Turismo 5, and you'll be treated to some of the best racing action on PlayStation 3, amplified by incredibly crisp High Definition and 3D visuals. Two crystal clear OLED screens - the same technology that provides the spectacular display on the PlayStation Vita system - can be adjusted to suit your viewing preference, so you can watch and play in absolute comfort.
"Scenery whips past you, rival cars appear to roar out of the display at you and, in first person view, you can almost feel the steering wheel through your driving gloves. And with the high contrast TruBlack display providing you with a vivid, rich picture, you'll be speeding over the deep black tarmac of Gran Turismo 5, racing against incredibly detailed rival cars with no motion blur.
"Dive into the breathless firefights of Killzone 3, and you'll see those twin OLED screens comfortably keep up with all the action as it intensifies to give you a flicker-free image, whether it's of mushrooming explosions or onrushing enemies.
"A wide viewing angle is designed to draw you fully into the world in front of you, while all-encompassing sound lets you hear footsteps approaching you from behind, or gunfire blasting from all sides, thanks to three-dimensional Virtual Phone Technology."
So, how will you use the 3D headset?
"Plugging right into 3D games and movies couldn't be simpler," Sony explains. "Use an HDMI cable to connect the Personal 3D Viewer to your PS3 system and you're ready to go. Built-in controls let you adjust the volume and change settings, giving you complete flexibility to tailor your own experience.
"Get right into the heart of cutting-edge entertainment with a High Definition, 3D picture and 5.1 virtual surround sound and take centre stage in your favourite games and movies."
Sony today released new images of the headset. They're below.
Aesthetically it's similar to Nintendo's failed Virtual Boy, which never saw release in Europe after its less-than stellar 1995 Japanese launch.
In June Sony Worldwide Studios exec Mick Hocking predicted virtual reality gaming would return to popularity - powered by the company's new headset.
"So we have our new HMD - or head-mounted display - which was announced at CES earlier this year, and you can see that we can now get back to where we really wanted to get with virtual reality in the '80s.
"Being in a virtual world where I can see my virtual hands or a virtual gun with all the things we can do in the gaming world is going to be absolutely amazing," he added.
Sony said "exciting titles like Uncharted 3: Drake's Deception" will take advantage of the headset's unique capabilities.