LONDON: Shine has won a newly created Europe-wide brief from Sony's online entertainment division ahead of the launch of the PlayStation 4.
Sony Entertainment Network, which offers a range of music and video services, appointed the agency following a pitch.
Included within the remit is Sony's online games store and PlayStation Network, as well as its music and video stores, Music Unlimited and Video Unlimited.
Shine will initially focus on how these services integrate with the PlayStation 4, which goes on sale in November.
The agency will report to Sony European PR manager Alison Gram, who said that alongside key console work there would be other hardware-related campaigns over Christmas.
Gram also said Shine would play a key role in developing Sony Entertainment Network's online and offline media presence.
“We don't have any European social media feeds at the moment, so that will be a focus,” said Gram, who joined the company seven months ago. “We also want to reach a lot more consumer press alongside core tech press, and the appointment of Shine offers further PR support as we grow.”
Sony Entertainment Network launched three years ago alongside Music Unlimited and Video Unlimited, which face competition in a market that includes Spotify and Netflix.
Earlier this year, Sony appointed Fever to handle the UK PlayStation launch, while it split responsibility for the UK electronics division among Consolidated PR, Hope&Glory, and Margaret.
This story originally appeared on the website of PRWeek UK.