It is an AR card. It's made by Sony. It's for the PS Vita. And it's not the final design.
Sony showed off the AR features tonight at an event in Tokyo Bay. This is a look at the AR cards for the PS Vita. It is not the final design, and Sony said it would likely change.
The PS Vita will come with six AR cards, which can be used to turn the real world into a virtual gaming space. It will also feature markerless AR tech that will allow gamers to enjoy AR tech without the need of cards like this.