Betfred makes debut move into branded content

Betfred is making it first foray into branded content, which will involve the online sports betting company featuring in the social football game 'I AM PLAYR'.

Betfred: makes its debut into branded content in I AM PLAYR
Betfred: makes its debut into branded content in I AM PLAYR

'I AM PLAYR' is a football video game, developed by We R Interactive, which is available to play on Facebook. The game is thought to have more than one million active users.

As part of the commercial tie-up between Betfred and We R Interactive, the game will highlight Betfred's sponsorship of horse racing, along with its sponsorship of the World Snooker Championships.

From 18 August, Betfred.com will appear in 'I AM PLAYR' via a virtual in-game betting shop, which uses real-life Premier League football betting fixtures and allows players to bet using their in-game cash.

Betfred has made a number of moves into sport sponsorship. It is a sponsor of both Haydock Park and Kempton Park racecourses, along with Nottingham Greyhound Stadium.

The company is also a betting partner of Wembley National Stadium.

Follow John Reynolds on Twitter @johnreynolds10


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More