The campaign features six individuals, including a tattooed Russian mercenary, a host of a defunct quiz show and a South American footballer, who all live in a hotel.
In the run-up to the launch on 23 March, there will be a 60-second unbranded cinema trailer and virals. Thirty-second spots will feature on 4OD and Sky, culminating in a six-minute film in May, which will be a DVD covermount on a series of independent titles, including Little White Lies.
Darren Carter, the vice- president of brand marketing for Sony Computer Entertainment, said: "Our core audience has changed. They want to discover and interact with content, rather than be advertised to by traditional media."
Sony PlayStation has used TBWA\London as its pan- European agency since 1993.