Ouya was announced on July 3, 2012 as a new home video game console, led by Julie Uhrman, the chief executive officer of Santa Monica, California-based Boxer8, Inc. (later rebranded Ouya, Inc. on August 13, 2012). On July 10, Ouya started a campaign to gauge how many people were interested in the project. Boxer8 confirmed having a working prototype with in-progress software and user interface. It features an Nvidia Tegra 3 chip and a price tag of $99 ($95 for 1000 "early birds" backers of the Kickstarter campaign).