Sony Interactive Entertainment, the online game and digital leisure subsidiary of Sony, has introduced a brand new international media company, EssenceMediacom.

SIE says the announcement comes after an in depth and ‘competitive global media agency review’. The WPP-owned media behemoth will tackle international duties, nevertheless Sony Interactive Entertainment can even retain incumbent businesses Dentsu as media company in Japan and David in Brazil.

But whereas EssenceMediacom could also be a brand new entity, there can be a way of continuity as SIE has been working with Mediacom in its earlier kind. Back in 2016, Mediacom took on the majority of the model’s international media duties.

Sony Interactive Entertainment is the department of Sony that develops Playstation system {hardware} and software program. However, additionally it is a online game developer and writer too