VR headsets go on sale for $599

Facebook Inc.-owned Oculus VR on Wednesday became the first of three leading technology companies to begin selling virtual reality headsets, offering its Rift device for $599.

The announcement of the price drew groans from video game players, whom Oculus expects will be the first batch of customers. They had hoped that Facebook would sell the headset for about $350 — taking a loss — to appeal to more people. The higher price could cause some price-conscious gamers to skip the Rift for now.

The frustration erupted even though many saw the price coming. Facebook Chief Executive Mark Zuckerberg and Oculus founder Palmer Luckey had hinted in recent weeks that Rift would be more expensive than expected because the first generation of Rift would be produced in limited quantities, include high-end components and not be heavily subsidized.

Oculus executives also had privately hoped that the company didn’t have to be the first to price the new-age goggles, which hold a smartphone-like screen close to one’s eyes, enveloping the wearer in a virtual scene.

Sony Corp. and HTC Corp. are expected to sell similar devices for immersive gaming and video-watching later in the year. HTC recently delayed plans to launch sooner, which made Oculus the first to price its headset.

Now HTC could face reduced backlash if, as expected, it prices its Vive device even higher and positions it as more complex. Sony’s PlayStation VR is likely to end up more affordable (and in the hands of more people) since it’s aimed as an add-on for the millions of people who’ve already spent hundreds of dollars on a PlayStation gaming console.

The Oculus Rift requires pairing with a high-end computer.

The headset’s price rattled analysts, who said they must revise estimates about the first big year of virtual reality. Evercore ISI’s Michael Swierczek said Oculus’ higher-than-predicted price “has provided a significant head wind” to his 2016 estimates of 12 million headsets shipped and $3.5 billion in sales across the VR industry.

The Rift is available for order online, though it won’t ship until March.