Sony has launched the PlayStation VR.
The cutting-edge technology gives gaming enthusiasts the opportunity to face off against their digital adversaries in a more life-like way from the comfort of their own living rooms.
Atsushi Morita, Sony's Japan and Asia president for computer entertainment, explained to the Financial Times newspaper: "In terms of visual experience at home, we believe this is the biggest innovation since the emergence of television.
"It's like a time machine that allows you to go to any place and become anything that you want to be."
Crucially, the latest launch costs less than PC-based headsets such as Facebook's Oculus Rift and HTC's Vive and have already proven to be hugely popular with gamers in Japan, who rushed out to get their hands on the PlayStation VR.
For instance, Masataka Fujiyama, an employee at a Japanese building materials group, revealed he was taking a week off from his job to test the device.
He explained: "When I first tried out virtual reality and felt the immersive experience, I knew this was going to be the next big thing in games."
Virtual-reality technology is one of Sony's key focuses in the coming years, with the company competing with the likes of Facebook, HTC and Google for their share of the market.