LONDON—Gaming giant Activision Blizzard has begun a search for a social media agency in Europe, as it rolls out the latest title in its flagship Call of Duty franchise.
Activision, which recently launched 'Call of Duty: Ghosts', is understood to have a briefed a handful of agencies regarding the assignment, which focuses specifically on social media consumer engagement.
A source familiar with the process told the Holmes Report that the brief calls for social media support for the overall brand and different games franchises.
The review does not affect Activision's exsiting agency relationships in Europe. The Red Consultancy currently handles Activision's PR duties in the UK, along with co-ordination across the region.
While 'Call of Duty: Ghosts' has become the top-selling title on the new Xbox One and PS4 consoles, it faces tough holiday-season competition from Electronic Arts game 'Battlefield: 4'.
Another key recent launch is the latest instalment in the Skylanders franchise, which combines action figures with online play.
The company, which expects to make $4.29bn next year, recently closed a deal to buy back its independence from Vivendi.
Activision representatives declined to comment.