"We have no plans to introduce a Blu-ray drive for Xbox 360," the company told GamePro. "Games are what drive consumers to purchase game consoles, and we remain focused on providing the largest library of blockbuster games available."

Much like the competing HD DVD or any other optical media, the Sony-backed Blu-ray format requires specialized equipment to operate. As Microsoft produced, and subsequently axed, an Xbox 360 add-on to enable HD DVD playback, many have speculated that the Blu-ray format will eventually make its way to the Xbox 360.

This speculation has led to countless Blu-ray Xbox 360 reports from many supposedly credible sources, all of which have been squashed by Microsoft on a number of occasions.