Omnicom’s eg+ Worldwide has been awarded the global production account for PlayStation, Campaign US has learned.
The Sony Interactive Entertainment brand will use the shop to help amplify work crafted by creative partner adam&eveDBB across digital, say those with knowledge of the matter.
The shop, which was created from the merger of E-Graphics Worldwide and Hub Plus in 2014, is believed to have delivered its final presentation in May. Eg+, Omnicom and PlayStation have not yet responded to requests for comment.
Gutenberg Global, a production company headquartered in London, U.K., was said to be among those in the pitch. A spokesperson declined to comment at the time.
R3, which also declined to comment, is believed to have run the pitch.
PlayStation appointed adam&eveDDB its new global creative agency of record around one year ago following a six-month review.
Incumbent Bartle Bogle Hegarty New York did not participate in the pitch. BBH handled the business for six years.
Earlier this year, the gaming company announced PlayStation Studios, a new brand that encompasses the console’s iconic titles including Uncharted, LittleBigPlanet, God of War, Ratchet & Clank, Horizon: Zero Dawn and The Last of Us.
"We are really excited about this," said Eric Lempel, senior vice president and head of global marketing at Sony Interactive Entertainment. "Over the last few years -- and even the last decade -- the strength of the titles coming out from our studios has been stronger than ever.
"We have been thinking about how we unite all of these great games under one brand, and really the purpose of that is to make the consumer understand that, when they see this brand, they're getting ready for a robust, innovative, deep experience that they've come to expect from games coming from PlayStation. So we came up with PlayStation Studios."
PlayStation launched its first-ever console in 1994. It revolutionized the world of gaming with its 32-bit, polygon graphics and classic games like Tekken, Metal Gear Solid and Crash Bandicoot.