Sony Computer Entertainment has dumped long time marketing partner Mindshare in favour of OMD in an effort to rekindle consumer interest in their flagging Playstation brand.

OMD has won a global gig with SCE after edging out shortlisted finalist Mindshare.

Raoul Bedford, senior marketing director Sony Computer Entertainment said that the appointment had been made in an effort to improve advertising media performance and efficiency.

Currently, Sony is selling their PS3 and PS2 Playstation consoles at prices considerable higher than competitors and at a significant premium to what the same consoles are being sold in the USA yet despite this, the brand is unprofitable with Sony set to announce Playstation losses in the billions when they report in mid May.

In Australia, Sony is being outsold by both the Microsoft Xbox 360 and the Nintendo Wii which has over 65% market share of the gaming market.   

 In a statement to ADNews, Bedford said “The decision follows a pitch of the media supplier arrangements that was undertaken in February 2009 and was managed in collaboration with Billetts Media Consulting, London, UK.”