Sony Interactive Entertainment boss Andrew House wants to see more competition in the virtual reality sector, and says he's uncomfortable with Sony being the market leader.
Speaking to Reuters, House suggested the virtual reality industry will struggle to win the hearts and minds of consumers unless its key players can level the playing field.
Sony's own console-compatible PlayStation VR headset surpassed 1 million sales in June, and now House wants other manufacturers to pick up the pace.
"I'm not entirely comfortable being the market leader in VR by such a margin that seems to be happening right now," he explained.
“With such a brand new category you want a variety of platforms all doing well to create that rising tide and create the audience."
Other big-name companies like HTC and Oculus are clearly aware they need to do more to woo consumers, and both recently slashed the price of their respective Vive and Rift to make them more affordable.
Unfortunately, a lack of official sales figures mean it's unclear how many devices those firms have shifted, but House evidently believes Sony is leading the charge by a country mile.