Simons Palmer tipped for ú25m Sony Euro launch

Sony is expected to appoint Simons Palmer Denton Clemmow & Johnson for the ú25m pan-European launch of its new video game system, PlayStation.

Simons Palmer is expected to pick up the business after a battle with shortlisted agencies Lowe Howard- Spink, Grey and BMP DDB Needham. Sony held talks with other agencies in the initial stages.

Simons Palmer pitched for the business with Manning Gottlieb Media.

Sony is positioning its Play-Station as a next generation games machine. The machine, which will plug into television sets and enable users to play 3D games, cost more than ú300m to develop.

The system will be a direct rival to Sega’s Saturn and the Nintendo Ultra 64, which will launch simultaneously.

The PlayStation is already available in Japan. The system will be launched in the US next month, and is expected to make its UK debut in late August.

Sony is expecting to sell 1 million units in Europe in the first year.