With Sony having made plenty of noise about the bright 3D future it envisages for the PS3, Microsoft has now stated that the Xbox 360 is already fully kitted out with the tech required to join the dimensional revolution.
However, the exec was more cautious than his rivals when it came to what he sees as the potential of the technology.
I think right now we're unsure what level of interest there is from consumers to really want a 3D experience in the living room,” he added. Many, many years from now when it becomes a reality we absolutely can support it.
When I play games or watch TV, I've got my phone, I've got all kinds of things going on. I'm not in a dark theatre, wearing glasses – I think it's just a different environment.”
However, the only 3D software Microsoft was seen demonstrating at the recent CES used dated technology, so question marks still remain about whether Xbox 360 will be able to support the new generation of 3D technology that Sony will be bringing to PS3.
Arguably a bigger question, though, concerns the public's appetite to embrace yet another TV technology. The HD revolution has been around for five years now and still the majority of homes don't own an HD set – and a tiny percentage actually receive HD broadcasts.