Blu Ray wins with Warner Bros joining the fray.

Sony on Friday scored a key win by luring Time Warner Inc.'s Warner Bros. to its Blu-ray technology, putting itself in a position to triumph over Toshiba Corp.'s HD DVD after a years-long fight to become the standard for the next generation of DVDs.

However, Sony's push for Blu-ray -- which analysts estimate as an investment of hundreds of millions of dollars -- has cost the company in areas such as the key videogame market.

Many analysts believe that Sony's insistence on putting Blu-ray on its PlayStation 3 players gave it just enough extra consumers to help tilt next-generation DVD sales toward Blu-ray. Paul Erickson, analyst at the NPD Group's DisplaySearch research firm, calls it the "X factor" that "saved their Blu-ray fortunes." If Toshiba had underwritten the cost of putting HD DVD onto the rival Xbox 360 from Microsoft Corp., the reas