77PR, the consumer arm of Fishburn Hedges, will handle consumer press for Nintendo’s hardware and software launches as well as press office duties.
Nintendo’s internal PR team, lead by UK head of comms Jo Bartlett, will continue to handle specialist and technology press.
Bartlett said: ‘We wanted to find an agency who could work effectively and efficiently as an extension of our in-house team. The team at 77 has proven its ability to work alongside us and our other partner agencies in an integrated and seamless fashion and we're keen to see what more they can do.’
The gaming firm's European PR and corporate communications have been handled by Fishburn Hedges since 2008.
Nintendo put its entire UK consumer and corporate PR work up for pitch in July last year ahead of the Wii U launch, splitting with Good Relations.
However, just a month before the launch date in Novemeber 2012, the Japanese gaming giant u-turned on plans to appoint Cake as its retained consumer agency, deciding to take the work in-house.