The agency has been selected to oversee all of Sega's consumer work as well as the football title owned by Sega's Sports Interactive arm, following separate pitch processes.
Jason Gallucci, CEO of Lexis, said the agency would work on upcoming Sega releases, adding: 'The Sega brief will focus on social gaming and engaging with the latest generation of games players through social and traditional media.'
Meanwhile, in its work for Sports Interactive, Lexis has been called in for a half-year global project around the launch of the next instalment of Football Manager later this year.
The move comes shortly after Sports Interactive announced its sponsorship of Watford Football Club, managed by Gianfranco Zola. The games developer wants to expand appeal of the game by attracting football fans who would not consider themselves gamers. Miles Jacobson, studio manager at Sports Interactive, has been involved in the sponsorship.
David Wiles, senior associate director for Lexis, will lead the account, reporting to Ciaran Brennan, PR director for Sports Interactive. Wiles said: 'Sports Interactive's target audience is people who love football, as opposed to those who love football games. Sports Interactive wants to be recognised as the closest one can get to actually playing football and elevate it beyond game status.' He said that social media would be a particular focus internationally, with content tailored to individual countries.
Wiles added: 'We will be focusing on getting the game into places such as the sports pages of the nationals and on Sky Sports News - it's about using the game's credentials and authenticity to its benefit.'