Sony's announced in Japan overnight that Firmware 3.20 for PS3, which supports the option of going 3D, will release on June 10. Basically put: you're going to get the "wow factor" next Friday.
The first games to support the service will be Wipeout HD, Super Stardust HD and Pain, the latter of which was confirmed to get 3D support over the weekend, although it will need ¥300 to be unlocked for new and old owners of the game if bought in Japan.
Motorstorm: Pacific Rift will also support the feature, although only in demo form for now. That will be included with sales of PS3 and 3D Bravia TVs when the sets go on sale this summer. More details on that here.
Sony further added that support for 3DBD video playback will be coming by the end of the year.
The June 10 launch for the Firmware was previously speculated during GDC back in March.