The UK’s leading PR agencies are scrabbling for one of the most lucrative accounts in consumer entertainment, as Nintendo reviews its exclusive relationship with Cake Media.

MCV can reveal that the platform holder is considering switching its outsourced PR contract with Cake – which it has shared for the past eight years – to another group. It has been holding interviews with hand-picked agencies in the last month.

Favourite to rival Cake is The Red Consultancy, which already has long-term experience of promoting a high profile console. Red lost the Xbox 360 account in December last year to rival Edelman/Jackie Cooper PR, which has previously handled PR for the PlayStation brand (MCV 08/12).

However, Nintendo is refusing to shine any light on which companies it is interviewing for the position. An announcement of whether the firm has decided to stick with Cake – or, indeed offered its account to a competitor – is expected in the next two weeks.

A Nintendo spokesperson explained to MCV:

"Nintendo UK is undertaking a formal review of its UK PR function. Nintendo is already in discussions with an undisclosed number of agencies, including eight-year incumbent Cake, and is not looking to speak to any other agencies other than those it is already in talks with. The European PR remit also handled by Cake is not affected. We hope to make an announcement following the review by mid September."