The war of words between bitter rivals Microsoft and Sony has intensified, with top Xbox Europe execs launching an astonishing attack on the Japanese firm's decision to include its next-generation DVD technology in PlayStation 3 as standard.

Speaking to Eurogamer TV in part one of an exclusive E3 interview broadcast today, Xbox UK boss Neil Thompson and Europe boss Chris Lewis both accused Sony of “forcing” its Blu-Ray DVD technology onto consumers.

“Sony are now making people pay an extra few hundred pounds for a Blu-Ray DVD drive which we don't know is going to be the standard in the next-generation DVD formats,” Thompson insisted.

“This is the company that brought out Betamax – we don't quite know where they're going to go with this,” he added, in a pointed reference to Sony's defeat in the format war against VHS.

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