Forget about Blu-Ray! Maybe Sony has finally found the key to increase the sales of its PlayStation 3. From the beginning the Japanese maker has promoted its gaming console as the best entertainment hub, the digital “heart” of your digital living room.

And today Sony has added a new feature that may expand the PlayStation’s role as entertainment device. After few days ago Sony released the latest update for its PlayStation 3’s software, Firmware 2.00, today DivX, Inc., the makers of the DivX codec, said that that DivX video technology will be integrated into PlayStation 3.

DivX Inc. said that to date, over 100 million DivX Certified products have been shipped into the market, and it is anticipated that the PlayStation 3 will significantly expand that number.

While DivX is currently working to certify PlayStation 3 and deliver a superior digital media technology to consumers in the near future, current PlayStation 3 end users will be able to add DivX functionality to their systems via a separate system software update at a forthcoming date.

Also, PlayStation 3 game title developers will be able to utilize DivX’s decoder technology by updating the system software of PS3’s Software Development Kit to version 2.00.

Sony’s decision might seem a little odd as the DivX codec, despite its popularity, was always controversial. Since its early days, the DivX codec was associated with ripping, the process where audio and video content is compressed and transferred from DVDs to a hard disk.

But all in all the addition of DivX technologies to PlayStation 3 is good news for all the gamers who acquired such a gaming console and maybe it will boost a little the sales of PlayStation 3.