Lexis has won an estimated pounds 250,000 account for Codemasters, the computer games company behind titles such as Colin McRae Rally and Prince Naseem Boxing.
The agency will look after Codemasters' consumer PR, focusing on specific PlayStation and PC-game titles. Games specialist Rocket Media continues on its trade, specialist and consumer games media brief.
Group account director Margot Raggett heads the account for Lexis, reporting to Codemasters head of communications Bruce Everiss. There was no formal pitch, but a more civilised process described by Raggett as 'a beauty parade, followed by chemistry meetings'.
This is the first time an agency has been retained for the entire consumer brief. With the launch of PlayStation 2 this month, and several new consoles due on the market next year, it is set to be a busy period for the gaming industry.
'We want to be talking to an audience beyond core gamers, and Lexis' message really stood out,' said Everiss, on the decision to hire the agency.
The company is also looking to recruit a communications manager, who will have responsibility for UK PR activity.