Sony shortlists four agencies for European PlayStation account

Sony is seeking a new European agency partner to support its comms activity for the PlayStation gaming brand.

The electronics giant split with Shine Communications and is now seeking a new home for the account, covering Europe, the Middle East and Africa (EMEA). Manifest, Fever, Hope and Glory and FleishmanHillard Fishburn have all been shortlisted, reports PRWeek.

Sony has confirmed that the EMEA PR account is under review, but has not provided any further details on the process.

The company originally hired Shine in 2011 to handle comms across 99 territories throughout the EMEA and Oceania regions, including key markets such as the UK, France, Germany, Spain and Italy.

Shine was also handed the global PR brief for the PlayStation business, while Fever was brought in to manage Sony's UK account in 2013 and to support the launch of the PlayStation 4.

Sony is seeking to reinforce the market-leading position of the PlayStation 4 platform, which continues to outsell its leading rival, Microsoft's Xbox One.