The Omnicom-owned Manning Gottlieb OMD has been the incumbent on SCE's UK business for the past six years, as well as managing its media account in a number of European territories now under review.
The pitch process is being handled by the media consultancy group Billetts. Other countries in the review include Germany, Italy, France, Spain and Australia. A decision is expected in May.
Sony Computer Entertainment is based in London and is the owner and promoter of PlayStation products and services.
Last year, the company joined up with Paramount Pictures International to launch a campaign within PlayStation Home, a new online gaming community.
Paramount promoted its film Watchmen, which is due for UK release on 6 March, within Home.