Fever wins EMEA-wide brief for Sony’s PlayStation business

Fever's UK PR brief with Sony's PlayStation business has been expanded to encompass the entire Europe, Middle East and Africa (EMEA) region.

The firm has been selected as the retained consumer PR agency for PlayStation-branded hardware and software across all EMEA markets following a four-way competitive tender process.

Under the new partnership, Fever will work with Sony Computer Entertainment Europe's in-house team to develop press and social influence campaigns, while also providing support on corporate and crisis communications.

The key task for the coming months will be overseeing the launch of PlayStation VR, the new virtual reality system designed for use with the PlayStation 4 console. The device is to be released in October.

Fever managing director Bruce McLachlan said: "PlayStation VR has the potential to take the VR experience into the mainstream, and we look forward to working with PlayStation to deliver a PR and social influence programme that can help do just that."

According to PRWeek, the agency has also worked on projects for mobile brand HTC – manufacturer of the rival VR platform Vive. To avoid any conflicts with PlayStation, this relationship will no longer continue.