Sony has announced it plans to release a $99 PlayStation TV in the U.S. and Canada this fall to rival the Apple TV.

The announcement was made at a press event during the E3 gaming conference on June 9 in California.

Sony has already launched its PS4 go-along in Japan as the "Vita TV," which brings mobile game titles and a limited assortment of streaming music and movies to bigger screens.

Renaming the device "PlayStation TV" means the company is relying on its gaming reputation to expand its footprint in consumers' homes.

The PlayStation is focused on gaming and will support 1,000 titles at launch, which is something the Apple TV can't offer.

The device can handle PS Vita, PSP and PlayStation One classics, while the PlayStation Now streaming service, which is scheduled to enter open beta on July 31, will likely grant access to PS3 games, according to Apple Insider.

Sony's new device is able to connect to PS4 consoles through Remote Play to extend the gaming experience onto other TVs throughout a household.

The PlayStation TV will also have to compete with Amazon's Fire TV, which also comes with built-in gaming support.

The standalone unit will be sold for $99 and the bundle option, which includes a DualShock 3 controller, HDMI cable, 8GB memory card and voucher for a copy of "The Lego Movie" video game, will be sold for $139.

The PlayStation TV should start appearing at stores sometime this fall.

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