North American retailer Best Buy announced that it will be prominently showcasing Blu-ray hardware and software products, recommending it as the preferred format to all of its customers, GamesIndustry.biz reports.
The company will continue to carry HD-DVD products, however.
"Consumers have told us that they want us to help lead the way," said Best Buy president and COO Brian Dunn.
"Our decision to shine a spotlight on Blu-ray Disc players and other Blu-ray products is a strong signal to consumers that we believe Blu-ray is the right format choice for them."
Best Buy made the decision based upon its belief that consumers will benefit from a widely-accepted single format - and it now sees Blu-ray as that format.
The decision follows shortly on the heels of Netflix's announcement that it would phase out HD-DVD in favour of Blu-ray.
Let tears of GamesIndustry.biz baptise the crowd.
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