Betfred makes debut move into branded content

By John Reynolds, campaignlive.co.uk, Tuesday, 03 July 2012 10:55AM

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


This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Marketing Manager Barclay Meade £42000 per annum, Oxford