The PAL Sony PlayStation media planning and buying account for PAL territories has been won by agency OMD.
Media Week estimates that the account is worth 67 million, and includes the retention of OMD's 8.5 million UK media deal - which the firm has held since 2003. The deal is subject to final contractual agreements.
OMD already handles the account in Spain, Belgium, Holland, Portugal and Luxembourg.
Sony began the pitch process in February, in collaboration with Billetts Media Consulting.
SCEE president David Reeves said: "Throughout the pitch process, [OMD] showed a clear understanding of our business and our goals. I feel confident they will help us continue to establish PlayStation as the entertainment brand of choice throughout Europe and the PAL territories."