A handpicked group of retailers, gamers and journalists interacted with floating robots on the PlayRoom, an augmented-reality game.
Sony is expected to square off against Microsoft this week as it unveils its widely-anticipated PlayStation 4.
Sony’s unveiling of the PlayStation 4 appeared to leave many industry critics underwhelmed.
Sony's highly anticipated next generation Playstation 4 (PS4) games console has gone on sale in the United States.
Thousands of gamers braved the cold to queue overnight at outlets across the country to get their hands on the coveted console from 5am local time.
On Thursday, the famous symbols of the console's controller -a circle, cross, square and triangle - replaced the lettering on London's OXO tower.
The PS4 will launch in the UK on November 29, priced at £349.
Sony has unveiled its latest product that is thought will rival Apple TV - Playstation Vita TV - at its annual conference in Japan.
The small device that attaches to a TV set allows users to play Vita and PSP games with music and video streaming.
The device, which costs around £60, will be launched in Japan in November but there is no confirmation yet as to whether it will be released globally.
Sony has revealed when the Playstation 4 will be available to buy in Britain:
The new Sony smartphone has become the UK's second best-selling handset from pre-orders alone.
The Sony Xperia Z is beaten only by the Samsung Galaxy S3, which remains in the top spot for the 10th consecutive month, price comparison website uSwitch.com said.
The Sony Xperia Z, which only became available to buy yesterday, is seen as a serious challenger to Samsung's Galaxy S3.
The waterproof, dust-resistant Sony PlayStation-certified handset boasts a 13-megapixel camera, HD recording and 5in HD display.
No official release date, no price or pictures of the console! Bit of a letdown Sony!! #playstation4
Small, but neat touches: Suspend/resume games - charge controller while system is off - play a game while it's downloading #PlayStation4
Sony have unveiled plans for their new PlayStation 4 at a conference in New York.
Showcasing new games, ways to share and stream gaming, and features of the console's controller, the only thing fans did not see was the console itself.
Speaking to Daybreak, gaming expert Paddy Smith from Stuff magazine said it was disappointing fans did not get to see the new PS4 console, but not surprising.
He said yesterday's announcement from Sony came earlier than expected, and the product might not be finished.
Sony have announced details of their new PlayStation 4, which will be available for the 2013 holiday season.
It is thought that Sony's latest model will pre-empt the next version of Microsoft's Xbox, putting Sony back at the top of the videogame hardware industry.
Details of pricing have not been announced for the product that has been in development for the last five years.
Additional titles, Killzone: Shadow Fall and Driveclub have also been announced.