Sony Corp. plans to expand marketing of its PlayStation VR virtual-reality headset to commercial customers including entertainment facilities in Japan, people familiar with the matter said, after the technology took hold among consumers at a slower-than-expected pace.

The Japanese group’s videogame arm said last month that it had set up a “location-based entertainment” unit, without giving details. The people said that unit would lead the VR initiative and look for partners in various industries. The plan doesn’t call for...