Oculus' virtual reality headset to launch without fanfare

SAN FRANCISCO (AP) — When the Oculus Rift debuts next week, it won't do so with a star-studded launch party or massive marketing blitz worthy of a new video game console or smartphone.

The gizmo has evolved into a head-mounted display capable of transporting wearers to virtual worlds, without the same level of nausea-inducing side effects that plagued VR inventions in the 1990s.

After being acquired by Facebook for $2 billion in 2014 and releasing several experimental versions of the Rift for developers, Oculus' first consumer headset debuts Monday, although the first wave has already sold out and new orders won't arrive until this summer.

The sky-high expectations and hype for high-fidelity VR have lowered in recent months, mostly because of the limited supply of headsets and consumers who own PCs fast enough to run them.

The Rift's launch will be closely followed by the debut of the HTC Vive, a more dynamic — and expensive — headset that comes bundled with a pair of wand-like controllers and sensors that enable standing VR experiences.

John Riccitiello, CEO of game engine company Unity and former CEO of game publisher Electronic Arts, has urged caution about overhyping VR, despite Unity investing heavily in the 360-degree medium by designing specific tools to create VR content.