Microsoft Considers Backing Blu-ray for Xbox 360 if Consumers Want It

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The gaming and home theatre markets may face a seismic shift if Microsoft decides to opt for Blu-ray in its Xbox 360 console. A Microsoft executive hinted recently that the gaming division may ‘consider’ supporting Sony’s Blu-ray technology.

Digital Journal — It’s the kind of quote that you rarely read from a competitor doggedly fighting in the trenches against a bitter rival: While Microsoft is still backing HD DVD for its Xbox 360, the company won’t rule out joining the Blu-ray family just yet.

Speaking to Reuters, Albert Penello, group marketing manager for Xbox hardware, said in response to a question about Microsoft possibly supporting a Blu-ray accessory if HD DVD failed:
"It should be consumer choice; and if that's the way they vote, that's something we'll have to consider."

He was quick to point out that his company’s favourite next-gen DVD format isn’t down for the count yet. Despite Warner joining the Blu-ray camp recently, Penello is still optimistic. “I want consumers to have a voice in this and I think there are a lot of consumers who bought HD DVD who are going to have a say in how this shakes out,” he said.

Penello’s statement about considering the Blu-ray format is in stark contrast to Microsoft’s adamant backing of HD DVD after Warner turned all Blu-ray. Microsoft still believes HD DVD is the superior format. But it’s hard to deny that PlayStation 3 is looking more attractive, and Xbox 360’s external HD DVD drive has lost some of its sheen.

But Penello said the DVD component of a console doesn’t draw sales like the public expects:

With the PlayStation 2, DVD was a big part in the beginning, but over time, people were not buying it as a DVD player after first year or two.

Following that logic, consumers don’t buy an Xbox 360 for its HD DVD capability either, right? Of course, Microsoft’s console is strengthened more by its online gaming component than its DVD external drive, but Penello’s wishy-washy statements smack of saving face. HD DVD is on the losing end of the next-gen format war, so it only makes sense for the Xbox division to start thinking more about embracing Blu-ray.

If Microsoft does partner with Blu-ray, HD DVD will die. It’s that simple. Sure, Toshiba is still a big-name draw for HD DVD fans, but it was the 360 that put the format in the attention of movie and gaming enthusiasts. Microsoft is HD DVD’s star player and if that player gets traded to another team, you can expect the kind of tears from the HD DVD camp normally associated with painstaking grief.