This is a story that will never die. Yes, Robbie Bach has, once again, been answering questions about whether a drive will ever be added to the console in some form. To which the exec has, big surprise, said no, it won't.

Speaking with Techflash at CES, Bach said the cost and compatibility made the addition of Blu-ray unlikely, stating has no plans.

He said that despite the hype, very few gamers are asking for Blu-ray, while the fact that developers are unlikely to be able to actually use the drive also makes it doubly implausible.

"It doesn’t help us in the core of what Xbox does, which is in gaming. We can’t have publishers produce games on Blu-ray disc. Because then they won’t play on the 28 million Xboxes we’ve already shipped. So it doesn’t help us in the core gaming space," the big cheese offers.

Instead, Bach sees being delivered more and more in download and streaming form, via Xbox Live.

By Luke Guttridge