Betfred makes debut move into branded content

By John Reynolds,, 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, 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

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