Independent bookmaker Betfred has signed a deal to provide its branded content within a popular social football game developed by We R Interactive.
We R Interactive’s I AM PLAYR social football game was first released last October and lets users play the life of a professional footballer. It fuses live action video, interactive story-telling and first-person perspective 3D game play to create an original narrative, where the storyline is dictated by the player's decisions and actions both on and off the pitch.
From August 18th, Betfred.com will appear in the game via a virtual in-game betting shop which pulls in real-life Premier League football betting fixtures and allows players to bet using their in-game cash.
The game also incorporates Betfred’s high profile horse-racing sponsorships, as well as its recent sponsorship of the World Snooker Championship at the Crucible.
Betfred said that it was an “innovative” deal which aims to drive brand awareness, as part of the company’s strategy to create social entertainment experiences around its sponsorship portfolio.
“Betting and football are natural partners, so it's great to be bringing the Betfred brand into the game through these really innovative integrations that further authenticate the game and blur the boundaries between the real life of a professional footballer and the virtual world of I AM PLAYR,” said Paul Whitehead, global commercial director of We R Interactive. “We're building a large audience for I AM PLAYR, so we'll be working with Betfred to grow their own social activities.”
Betfred managing director Chris Sheffield added: “We are all about innovation at Betfred.com, that’s why this deal was so appealing and we are delighted that our brand will be exposed to a wider audience.”
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