Sony Computer Entertainment Europe is reviewing its partnership with its media planning and buying agencies across Europe – including OMD in the UK.
OMD and its rivals are being invited to pitch for accounts.
Estimates put SCEE's annual media spend at over 8 million for 2008.
The review is being assisted by media consultancy firm Billets. A decision will be made in May.
Head of International at Billets John Ferguson told MCV:
No-one is grossly dissatisfied at all, but in a world where we're all under pressure economically, Sony is looking for potential improvements, and we'll have to find out if that's available.
With all consolidations, you're looking for efficiencies and obviously improvements in effectiveness if they're available.
"The world is highly consolidated in terms of media agencies. There's a limited, fairly small number of choices. Sony is already working with some of the best people in the world, so it will be a tricky one.”
Sony has held an exclusive deal with OMD since 2003 in the UK.
Other territories being reviewed include Germany, Itay, France, Spain and Australia.