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.