Sony's latest attempt to win back ground from competitors with its PlayStation 3 console has been the launch of an innovative digital book developed in conjunction with Harry Potter author JK Rowling.
The new Wonderbook: Book of Spells is an augmented reality title that enables users to interact with the story in new and exciting ways using the PlayStation Move controller.
Spells come to life before readers' eyes, allowing them to cast spells and combine a reading and gaming experience.
While this innovation is interesting enough on its own, the marketing potential for Sony could see them win back valuable ground on Microsoft's Xbox 360 and the Nintendo Wii.
Both of these competitors are busy developing their own new interactive console concepts, with the Wii U and Microsoft Smart Glass concepts aiming to appeal to gamers' social media tendencies in their own ways.
During the same E3 trade show where Sony unveiled the Rowling collaboration, the brand also revealed a tie-up with smartphone developer HTC. There were also hints at future interoperability efforts that will feature games crossing between the main PS3 console and the portable Vita device.
JK Rowling said: "Wonderbook: Book of Spells is the closest a Muggle can come to a real spellbook. I've loved working with Sony's creative team to bring my spells, and some of the history behind them, to life. This is an extraordinary device that offers a reading experience like no other."
But marketers will be looking beyond the interactive book at the potential for this augmented reality technology for other, future projects.
There is a growing recognition that this battle for supremacy of the family, interactive living room has important implications for the future of the home entertainment industry.
Whether it's another augmented reality book, interactive digital marketing or a new way to target consumers using multiple devices, the digital marketing industry will certainly be watching developments in this area with great interest.