The TV will retail for €499 across Europe during the Autumn. Sony executive Jim Ryan boasted the television's ability to offer an "accessible entry to 3D gaming". The display will cost £499 in the UK. (Ouch!)

In addition to 3D gaming, the television includes SimulView technology, allowing two players to compete on the same television without the need for split-screen. To make this possible, each display will be bundled with two sets of 3D glasses.