The VPL-VW300ES, which has a list price of €6,999, was launched at an event at Sony Music HQ in London and will be shipping from the end of October.
According to Jacob Barfoed, regional sales manager for the UK, Nordics and Benelux, the thinking behind the new product is to make 4K available to more people: "For us it's about expanding the market. We want to bring the price down and bring 4K to more people."
The VPL-VW300ES can deliver up to 1,500 lumen brightness and boasts Sony Triluminos technology, which is said to produce a broader colour range and reproduce more tones and textures than a standard projector system.
For gamers, the new Low Latency Mode improves performance by offering Sony's fastest ever response between controller and screen.
Despite the lower price, the VW300ES features the same Reality Creation upscaling system as the more expensive VN500ES to sharpen images so "it's very similar to true HD", according to Barfoed.
The unit can directly connect to Crestron and Control4 home automation systems without having to install your own drivers. Sony has also aimed to make installation easy with a wide throw ratio and wide lens shift. Barfoed concludes: "We make it as easy as possible to install this into your home."