After months of rumors and speculation, British author JK Rowling has officially launched the Pottermore website.
According to Rowling, Pottermore.com - run in conjunction with Sony - builds an "exciting online experience" around the wildly popular Harry Potter series.
As expected, the website, when fully operational in October, will feature "extensive new material" about the characters, places and objects in the Potter franchise.
Pottermore will also offer an online shop at some point in the near future, where fans can purchase Harry Potter ebooks and other related products.
"On Pottermore, the storyline will be brought to life with sumptuous newly-commissioned illustrations and interactive 'Moments' through which you can navigate, starting with the first book, Harry Potter and the Philosopher's (Sorcerer's) Stone," the author explained in an official statement.
"On entering, you choose a magic username and begin your experience. As you move through the chapters, you can read and share exclusive writing, and, just as Harry joins Hogwarts, so can you. You visit Diagon Alley, get sorted into a house, cast spells and mix potions to help your house compete for the House Cup."
Rowling added that Pottermore would offer the opportunity to "give something back" to the fans who have followed Harry so devotedly over the years, while introducing the stories to a new digital generation.
"I hope fans and those new to Harry will have as much fun helping to shape Pottermore as I have.
Just as I have contributed to the website, everyone else will be able to join in by submitting their own comments, drawings and other content in a safe and friendly environment. Pottermore has been designed as a place to share the stories with your friends as you journey through the site."