Sony considers external support for PS2 in Europe

Sony Computer Entertainment Europe (SCEE) is in talks with PR agencies as it considers taking on external support across the continent for its PlayStation 2 console.

SCEE head of corporate comms Nick Sharples played down suggestions of a pitch, but conceded that the firm had asked a number of firms to present 'basic info ... with a view to possibly doing something early this year'.

It is understood the group has not yet drawn up a shortlist of agencies.

The move forms part of SCEE's plan to improve the co-ordination of brand and platform communications for PlayStation across Europe.

SCEE acts as the group's headquarters and umbrella organisation for local operations - such as Sony PlayStation UK - each of which retain their own agencies. It is believed these are not affected by current discussions.

Sharples explained that in-house PR staff handle software communications at a European level, but added that the group was reviewing whether or not to hire external support for the platform and brand side.

'We're toying with whether we need something more co-ordinated for the brand or platform,' said Sharples.

During the course of this year, SCEE plans to launch a broadband gaming network for PlayStation 2, beginning with the UK and rolling out into Germany, France, Spain, Australia and other SCEE territories. PlayStation 2 is one of the world's top-selling games consoles.

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