Fever, which is part of the Nelson Bostock Group, was selected following a two-stage tender process that culminated in a three-way pitch.
Its appointment on a retained basis comes ahead of the PlayStation 4 launch, scheduled for the end of 2013.
It also follows Sony parting ways with John Doe, ending a relationship with the agency's founder Rana Reeves that started when he was at Jackie Cooper Public Relations (now JCPR) more than a decade ago.
As well as aiding the launch of the console in the UK market, Fever’s responsibilities will include extending the appeal of PlayStation’s existing consoles, PlayStation 3 and PS VITA, including reaching out to new audiences, such as the family and casual gaming markets.
Fever will also assist in the PR campaigns for software releases from Sony Computer Entertainment UK including Beyond: Two Souls, Rain, Puppeteer and Invizimals.
The console was previewed earlier this year and is being seen as vital for the company, which posted a loss of £3.2bn in the last financial year.
David Wilson, head of PR at Sony Computer Entertainment UK, said: ‘With the launch of PlayStation 4 on the horizon, this is arguably the most important time in PlayStation's history. With Fever, we feel we have an agency that understands our target consumers and can develop insight-led ideas that will resonate with the right people. We are confident its experience will help us push PlayStation to new heights.’
The account will be led by Bruce McLachlan and Frankie Oliver, joint MDs of Fever.