Betfred to Sponsor Football Game I AM PLAYR

July 6, 2012

We R Interactive, medstore the social games publisher for sport and music, drugs has signed a deal with which will see the bookmaker featured in its award-winning social football game, abortion  I AM PLAYR. 

This is another innovative deal for, and the content will be available to UK users of the game aged over 18. The deal, which aims to drive brand awareness, is part of Betfred’s strategy to create social entertainment experiences around its sponsorship portfolio. 

The game incorporates Betfred’s high profile horse-racing sponsorships, plus their recent sponsorship of the World Snooker Championship at the Crucible. 

From 18 August, in time for the start of the Premier League season, will appear in I AM PLAYR 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. 

I AM PLAYR has grown a large and active social audience of more than 1 million monthly active users, who are spending over 50 minutes per day playing the game and who heavily engage, interact and consume with the branded content on the platform. In June 2012 the game was awarded a prestigious gold Cannes Lions trophy in the Branded Content and Entertainment category for ‘best use or integration of gaming’. The category is new this year, making We R Interactive the first company to be awarded the accolade. The award recognises I AM PLAYR as an innovative digital branded content platform where brands can credibly engage and communicate with their target audience by connecting with them on their own terms. 

Paul Whitehead, Global Commercial Director of We R Interactive commented, “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. 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, that’s why this deal was so appealing and we are delighted that our brand will be exposed to a wider audience.”