Photograph by Robyn Beck — AFP/Getty Images

Move comes amid concerns that many in China are reselling the technology.

By Benjamin Snyder
July 7, 2014

Looks like Oculus is getting a (non-virtual) reality check.

Oculus VR, the maker of Rift, a virtual reality headset, has suspended sales in China after reports that too many customers are reselling the developer kits for the sole purpose of cashing in on the desirable technology.

Interestingly, the company elected to announce the news on Reddit in response to a concerned customer asking about cancelled preorder sales in China. A company spokesperson with the username “TheTwistgibber” and the title “Customer Service Lead, Oculus VR” replied to the forum.

“Yes, it is a bummer that we’ve had to suspend sales in China due to extreme reseller purchases,” said the spokesperson. “We need to make sure that we are doing what we can to make sure that resellers that are looking to flip our product for a profit are not taking stock away from legitimate developer purchases globally.”

The statement continued that the company is looking into “alternative ways” to ensure that the kids are “getting into legitimate developer hands in China.” The spokesperson added, “If you are an enthusiast, we kindly ask that you wait for the consumer Rift. It will be worth the wait.”

But the company also said that the suspension isn’t permanent, although more information is not available yet. “I don’t have any timeline, but we have made it a priority. We love our developers,” continued the spokesperson.

Oculus verified the statement’s legitimacy to Fortune, although declined to add further information.

Facebook FB agreed to pay $2 billion to buy Oculus Rift in March, according to a Fortune story. Additionally, Oculus enjoyed a brief stint at Chuck E. Cheese’s earlier this year.

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