Agencies have been briefed to create specially-produced music and video content for the PlayStation Network, a broadband entertainment portal from which PS3 users can download games upgrades and other linked content. Some of the new content will be paid-for, some will be available free.
Three agencies are understood to have been shortlisted for the task, with pitches scheduled for the end of September.
PlayStation currently uses a roster of agencies to produce its branded content, including Stream, part of TBWA\.
The agency recently produced content for the website www.playstationseason.com, pushing PS3's sponsorship of The Manchester International Festival. Other roster agencies include IRIS, Making Waves, Ramp and Exposure.
Sony Europe declined to comment.