This is one rumor that refuses to die, even though it’s been denied repeatedly by numerous corporate execs. Reportedly, Sony is in talks with fellow competitor Microsoft about bringing Blu-ray to the Xbox 360, either by incorporating a Blu-ray disc drive into the Xbox 360 Elite model or as an add-on peripheral, according to company electronics president Stan Glasgow.

When pressed for a comment on the matter, Microsoft versed the standard PR line of “we have made no such announcement. Games are what are driving consumers to purchase game consoles and we remain focused on providing the largest library of blockbuster games available.”

Sony, Microsoft discuss Blu-ray for Xbox 360 [Financial Times]

Follow this author on Twitter.

Read more: Rumor: Toshiba Contracted To Produce External Blu-ray Drive For 360,  BDA To Microsoft: Join Us,  Update: Microsoft’s Xbox 360 May Embrace Blu-ray,  Ballmer: We’ll Support Blu-ray,  Netflix Dumping HD-DVD By Year’s End