Betfred in the Social Gaming Deal

'I AM PLAYR' is an innovative digital branded platform

UK bookmaker Betfred and social gaming publisher We R Interactive have inked the deal to see the bookie featured in a popular social football game "I AM PLAYR" that will incorporate the bookmakers horse-racing and World Snooker Championship sponsorships.

As per the description, I AM PLAYR is an innovative digital branded content platform that allows brands to credibly communicate with their target audience by making connection on their own terms.

"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," Paul Whitehead, global commercial director of We R Interactive said.

Involvement in the social game will contribute to Betfred's strategy of boosting brand awareness by creating social entertainment experiences around its sponsorship portfolio.

Betfred website will feature in the game 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.

"We are all about innovation at Betfred, that's why this deal was so appealing and we are delighted that our brand will be exposed to a wider audience," said Chris Sheffield Betfred managing director .

General Sportsbook News Sportsbook Sponsorship

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