Sony’s PlayStation VR (PSVR) has had an unexpectedly big E3, debuting Bethesda’s Skyrim VR, revealing a port of Superhot VR, and announcing several other intriguing games. With the event nearly over, though, the company is pledging to make more of an effort promoting the headset.

Shuhei Yoshida, Head of Worldwide Studios at Sony, said as much to Gamespot at this year’s show. Yoshida explained that the limited stock for PSVR had kept the company from promoting the headset all that much since launch last October. Now that supply is catching up with demand, however, the company intends to start more heavily promoting both the device and the games coming to it.

“So we’ve been holding back– our marketing and sales teams have been holding back promoting the system because we didn’t have enough units,” Yoshida told Kinda Funny’s Greg Miller. “But going forward, because we have enough units moving into the retailers, we will restart promoting the system and games coming up.”

Currently PSVR is the only headset for modern day consoles, but that may not be the case for long; Microsoft’s new Xbox One X supports VR, and may have a headset for it next year.

We can hopefully expect to see much more of PSVR heading into this year’s holiday season, then, especially as big hitters like Skyrim VR and Doom VFR start to roll out. PSVR is already ahead of the pack in terms of VR sales, shifting over one million units to date; how much further can it climb by the end of the year?