VIFF 'an open mind is advised' by TBWA\Vancouver
Agency: TBWA\Vancouver
Rating: 5.0
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
'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
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