After months of buildup, Sony's PlayStation VR hits the market Thursday.
And while it's bound to be a major topic of conversation and hot item this holiday season, analysts say it's unlikely to be a particularly big driver of new console sales for the company.
"Anyone who buys [a PlayStation VR unit] in the next six months already owns a PlayStation 4, so it's not necessarily going to drive that many new console sales, but it certainly extends the brand," said P.J. McNealy, CEO and founder of Digital World Research.
Sony has been warning for months that demand for PlayStation VR is likely to exceed supply. And SuperData Research predicts the company will sell 2.6 million units by the end of the year.
Sony's silver bullet in reaching those numbers is the PlayStation VR's price. At $399 (or $499 for the bundle including a tracking camera and controllers), it's significantly less expensive than Facebook's Oculus Rift (at least $699) or HTC's Vive ($799). It's also the only VR headset that's currently compatible with an existing video game console.