The computer games and console manufacturer has historically used a variety of digital agencies, including Good Technology, Randommedia, DNA and Skive Creative, to work on individual product launches, and has also handled some of its advertising in-house.
In February, it handed Framfab the pan-European digital ad campaign for its first handheld gaming device, the PlayStation Portable, due to launch in September. Sony is expected to launch the PlayStation3 in spring 2007. It will go up against Nintendo's Revolution and Microsoft's Xbox 360.
Andy Reynolds, the head of digital at Sony Computer Entertainment, was unavailable for comment at the time of going to press.
Separately, Sony is also understood to have also run a five-way pan-European pitch for a digital project to support its £162m, seven-year sponsorship deal with Fifa, football's world governing body. A decision is expected shortly.
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