BEIJING, June 7 (Xinhuanet) -- Sony Corp. on Monday unveiled its next generation portable gaming device, PlayStation Vita.

The new PlayStation Vita will go on sale for 249 U.S. dollars, or 299 dollars for a 3G mobile version, starting in the holiday season, the Japanese electronics giant's No. 2 executive Kazuo Hirai told reporters on the eve of the E3 games convention.

The device will allow gamers to be connected with one another over cellphone networks and Wi-Fi hotspots, and use GPS location-tracking technology. In the U.S., Sony is partnering exclusively with AT&T Inc. for cellphone service.

Company executives have called the device Sony's biggest product launch since the PlayStation 3 five years ago.

"PlayStation Vita will revolutionize the portable entertainment experience," said Hirai. "The whole world is really in play."

The handheld has front and back cameras, a touchscreen in front, a touch pad on the back and two knob-like joysticks. It will enable gamers to play against people using PlayStation 3 consoles over the Internet-based PlayStation Network.