It is understood that Sony Computer Entertainment Europe has drawn up a shortlist for the brief, which does not cover the UK.
Head of corporate communications at Sony Computer Entertainment Europe, Nick Sharp declined to say whether a pitch was underway, but agency sources claimed that four agencies were in the running for the high-profile account. Pitches are expected to take place later this month.
Shine Communications holds the PS3 contract within the UK, but does not handle European PR and is not affected by the new pitch process.
The European roll out of PS3 suffered a number of delays before its launch this March. However, it went on to break all UK games console records, selling 165,000 units during the launch weekend – beating Nintendo, which sold 105,000 Wiis on its launch last December.
But within two weeks, PS3 sales had dropped sharply and it is now estimated that Wii outsells PS3 in Europe.
This week, Sony moved to defend a PlayStation game after it came under attack form the Church of England for featuring interior views of Manchester Cathedral.
A Church spokesman claimed Sony had not obtained permission to use the scenes in the wargame Resistance: Fall of Man.
Church officials also described it as ‘highly irresponsible’ and said they were considering legal action against the firm.
But Sony insisted it had sought all necessary permission beforehand.