Sony is shrinking its European marketing team from its previous 10 sales companies to a single one that will handle the whole of Europe, GamesIndustry.biz report.
The new operation is led by Gildas Pelliet and will focus on mobile, digital imaging, gaming, and television, as laid out by CEO Kaz Hirai.
"Europe remains a market of significant strategic importance for Sony," said Pelliet. "The internal collaboration taking place across our content, devices and network teams is acting as a true catalyst, making us better placed than ever to embark on this journey.
"By removing duplication, streamlining operations and re-focussing, we are able to improve what matters most: delivering unique emotional experiences that excite and inspire our customers."
The new executive team features American and European members from consumer marketing, project planning, home entertainment and sound, VAIO, tablet, media, digital imaging and customer insight operations.