While Sony’s PlayStation VR is the leading gaming platform-based virtual reality headset, it’s not exactly catching on with mainstream consumers. The general public doesn’t seem keen on picking one up yet, and Sony’s facing a tough marketing choice with the headset.

A report from the Wall Street Journal‘s Takashi Mochizuki indicates that Sony Interactive Entertainment aims to market their headset to commercial consumers. The assumed hope is that selling to them might yield profit, sure, but also increase product awareness with consumers as a whole.

What are commercial consumers?

In Japan, WSJ indicates, Sony will talk to entertainment facilities. Think about theme parks, arcades, movie theaters and those types of places. These are commercially-owned venues that see general public admittance. They’ll treat PlayStation VR like, say, an arcade cabinet.

That could lead to more sales, but only time will tell.