Speaking about the rise of Blu-ray, marketing man has said that the inclusion of the format in the is expected to boost during 2009.

"We are looking at a general move by the consumer to understanding the complete value of the PS3, inclusive of will is really gaining a lot of traction for us," Koller told blog VG247.

The big cheese expects sales to rise some 15 per cent this year over 2008, partly as a result of Blu-ray's success, but also because of new software for the PS3.

"That's being driven by, in a lot of ways, by our first-party software line-up, which is outstanding, but there's some third-party titles coming," he concludes.

By Luke Guttridge