Ubisoft, the video games developer, publisher and distributor, has awarded its media business to Havas Media, giving the agency responsibility for its account in 17 countries in Europe and across Australia.

Havas, which won the business following a pitch involving a number of undisclosed agencies, becomes responsible for Ubisoft’s media planning and buying, as well as digital and data services.

Paul Frampton, Havas Media’s chief executive, said: “We look forward to delivering the Havas vision of unifying data and content to create truly meaningful connections with loyal gaming communities and new audiences.”

Ubisoft develops and publishes games for computers, consoles and tablets and has created bestselling titles including the ‘Assassin’s Creed’ series, ‘Just Dance’, the ‘Rayman’ games and ‘Far Cry’ series.

Dominique Delport, Havas Media’s global managing director, said: “[Ubisoft] create valuable and shareable content to a digitally active audience and operate in a perpetually evolving entertainment industry.”

Geoffroy Sardin, Ubisoft’s senior vice-president of sales and marketing, added: “During the competitive pitch process the team where able to clearly demonstrate their vision that will provide answers to today’s challenges in the media landscape as well as supply us with insightful consumer understanding and meaningful connections through their approach to data-driven content.”