Kickstarter-funded Android games console Ouya has just shipped to its early developer backers, but now a rival device is making its own crowdfunding pitch: GameStick.

It’s another console designed to put Android games on TVs, complete with a physical controller. It looks different though: GameStick is a USB-like stick that plugs into a TV’s HDMI slot, then connects via Bluetooth to its controller.

The device is the work of TV casual-gaming firm PlayJam, which is looking to raise $100k on Kickstarter to fund GameStick’s initial manufacturing costs. With more than $73k raised already and 29 days to go, it looks set to succeed in its fundraising goal.

PlayJam says GameStick will ship to backers in April 2013, and will then cost $79 when it goes on sale to the general public. It’ll run the Android Jelly Bean OS, with games including Shadowgun, Canabalt and SmashCops already lined up for it.

“We wanted to create a games console that helped further our overriding mission to bring affordable gaming to the big screen,” says PlayJam CEO Jasper Smith in a statement.

GameStick does look interesting – the fact that the stick slots into the controller when not in use is a neat touch – but the competition with Ouya represents a risk, in terms of developers deciding which device to develop for (or, indeed, both).

It’s super-early days for the idea of Android-based games consoles, yet we already have fragmentation. Then again, if there’s one thing Android games developers have been getting to grips with, it’s device fragmentation…