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PlayStation hands MediaCom Southeast Asia duties

PlayStation has picked MediaCom to handle media planning and buying across all channels in Southeast Asia following a pitch. The win extends MediaCom’s relationship with PlayStation, having worked with the company since 2016 in both the US and across EMEA.

Marketing has reached out to MediaCom for additional information on the account win.

Mark Heap, CEO of MediaCom APAC, said the agency “obviously [knows the client] well”, having worked with it for three and a half years. “We are delighted to extend our relationship with such a prestigious and ambitious client. We can’t wait to help PlayStation achieve its growth ambitions in such a vibrant and engaged region,” he added.

Meanwhile, PlayStation is also in the midst of a global creative review. According to Adweek, incumbent BBH did not participate.

Separately, Sony Interactive Entertainment (SIE), a multinational video game and digital entertainment company that is a wholly owned subsidiary of Sony Corporation, recently entered into definitive agreements to acquire Insomniac Games. Insomniac Games is the developer of PlayStation 4’s Marvel’s Spider-Man and the PlayStation Ratchet & Clank franchise, and has been working with SIE for more than 20 years.

Upon completion of the acquisition, Insomniac Games will join the global development operation of SIE Worldwide Studios. This addition furthers SIE’s continued commitment to creative excellence and innovation in game development exclusively for the PlayStation platforms.

Sony saw an approximate US$137 million dip in sales for its game and network services during the first quarter of 2019 ended 30 June (Q1 2019) to about US$4.3 billion. The decrease was primarily due to a year-on-year decrease in the contribution from first-party software titles, the impact of foreign exchange rates and a decrease in sales of non-first-party software titles. The amount was partially offset by an increase in PlayStation 4 (PS 4) hardware sales and network services revenue, including sales for PlayStation Plus (PS Plus).

Meanwhile, operating income decreased by about US$90 million yoy to about US$692 million, primarily due to the impact of the above-mentioned decrease in sales of software including highly-profitable first party software titles, as well as the negative impact of foreign exchange rates. These negative factors were partially offset by the impact of the increase in PS4 hardware sales and an improvement in profitability, as well as the increase in network services revenue, including sales for PS Plus.

(Photo courtesy: PlayStation’s Facebook page)

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