An active dislike for people who own other systems is unhealthy behaviour, Microsoft Studios vice president Phil Spencer has said.
Speaking during an interview at the South by Southwest 2014 Gaming Expo earlier this month, Spencer was discussing the games industry in general when the topic of competition was presented.
"There seems to be this natural faction that gets created around what console you own, and then this... I would call it 'unhealthy dislike' for people who own the other console," Spencer replied.
"I think it should be competitive, but the competition is in the marketplace. I have a ton of respect for the people at Sony and the franchises they build. It's the same with Nintendo, or my friends at Valve.
"In the end, what we all want to do is to take this art form of playing games and experiencing the breaking down of the wall between the narrative and interaction, and just make a better form of entertainment."
He added: "I love the fans that we have, but being a fan of Xbox doesn't mean you can't be a fan of something else, or that you have to be an anti-fan of some other brand. I own a PlayStation 4. I play games on my PlayStation 4. I own and I play games on my Wii U. I learn a ton from what happens on those other platforms."
Spencer's comments echo those he gave in an interview in January, in which he stated that Sony had "done a nice job" with the PS4 and that he "really respects their focus on investing in new and creative things".