As revealed by PRWeek, Sony has hired Shine to co-ordinate comms across 99 territories throughout Europe, the Middle East, Africa and Oceania - including markets such as the UK, France, Germany, Spain and Italy.
Shine will handle the global PR brief for Sony PlayStation business, which includes the launch of its new portable gaming device Vita unveiled in the US this week.
It is thought that Shine will be tasked with handling part of Sony's PR offensive following the recent hacking scandal, which put the personal details of 100 million PlayStation Network users at risk.
At the press launch of the new PlayStation Vita portable device on Monday, the boss of Sony's US gaming division, Jack Tretton, began with an apology to software publishers, retailers and gamers whose data may have been stolen.
Shine will report to Nick Caplin, head of comms, SCEE, who said: 'We look forward to working with Shine to develop comms plans that will maintain our position as the leading entertainment brand.'
The agency won the account following a pitch process and replaces incumbent Four Communications, which worked as the core PR agency for Sony for six years.
A spokesman for Four said that the loss would result in a 'reallocation' of staff, but that there were 'no plans to downsize in any way'.
Shine has been tasked with handling an international hub for Sony that will cover its games console PlayStation 3, PlayStation Network and software releases, as well as the launch of the new Vita device.
On Monday, Sony introduced Vita, the portable successor to the PSP, at the E3 video gaming conference in Los Angeles. Shine will also deliver the European PR strategy for Resistance 3, a blockbuster PS3 exclusive title due for release later this year.
Lawrence Collis, director at Shine, said: 'We have significant experience in the entertainment and gaming sectors to deliver the campaigns SCEE needs to maintain its leader position in the marketplace.'