Alphabet’s Google formed a virtual reality (VR) unit and chose Clay Bavor, VP for product management, as its head, a sign it wants to take on rivals such as Facebook which have made the running on VR.

The news was first reported by Re/code.

Bavor (pictured) is one of the creators of Google Cardboard, the company’s VR device, and is in charge of Google’s apps including Gmail, Drive and Docs. Since he will be moving to VR, SVP Diane Greene, the former VMware CEO who joined Google last year, will take over apps.

A Google spokesman confirmed that Bavor will run the company’s existing VR team, but gave no further details.

It is possible that the company is feeling the pressure from the likes of Facebook – its Oculus unit has started taking orders for a $600 VR headset – as well as Sony and HTC, both of which plan to launch headsets later this year.

Meanwhile, Microsoft is working on augmented reality.

In 2014, Google lead a $542 million investment in Magic Leap, a startup that is working on augmented reality technology.

Last year, The New York Times created a VR app that supported playback for Cardboard and distributed around one million Cardboard viewers to its subscribers.

The Cardboard team has also introduced an integration with GoPro that brings VR video to YouTube.

However, despite these initiatives, some observers have said that Google lacks commitment to VR compared to rivals.