At the 2010 Games Developer Conference in San Francisco on Wednesday, Sony marked its foray into the motion-controller arena, with the unveiling of its forthcoming motion-sensitive controller – the PlayStation Move - for its PlayStation 3 console.

The Move looks similar to a pair of aircraft traffic wands having gleaming blue and pink bulbs on the ends, with an LED inside.

To display the admirable motor tracking capabilities of the Move – which SCE Worldwide Studios President Shuhei Yoshida said would provide “a more precise, immersive, and responsive game experience” – Sony demonstrated several motion-control games, and also invited the attendees to give the technology a try!

Terming the PlayStation Move as “biggest effort of the year” by Sony, Peter Dille, SCE’s Senior VP of Marketing, said that the company had planned an elaborate marketing campaign for its new product - probably by way of TV commercials, billboards, retail promotions, and public relations campaigns.

The shipping of the PlayStation Move will begin this fall; and the device will sell in three configurations – a Move wands-only version for gamers already possessing the requisite PlayStation Eye camera; an Eye, Move wands, and game version; and a full package including the PlayStation 3 console, the Eye, Move wands, and a game.

Along with the Move, Sony also introduced the device’s complementary accessory – the “sub-controller,” which, along with Move, will be incorporated in Sony’s forthcoming game SOCOM 4.