by Renee Israel
Independent UK land and online bookmaker, Betfred, has found an innovative
way to expose its brand to a wider audience and merge the two worlds of football
The group signed a lucrative new deal with the internet social game
developers, We R Interactive to see its branded content appear in the latter's
popular social football game.
Betfred's products will appear in the I AM PLAYR football game, which allows
users to take on the persona of a professional footballer and play his life.
The We R Interactive social football game incorporates incredible football
action in a realistic state, ranging from live action video to 3D game play and
The football player in the game dictates the storyline based on decisions and
actions, both on the field and in 'real life'.
In-Game Betting Shop
The deal signed between We R Interactive and Betfred will see the game given
a realistic twist through the appearance of a virtual in-game betting shop, with
players betting at this Betfred shop with their in-game cash. The shop will
offer real Premier League betting fixtures to make it even more authentic.
The I AM PLAYR social football game will also include horse racing
sponsorships that Betfred has signed on for, and its sponsorship of the World
The deal is aimed to increase brand awareness and introduce players of I AM
PLAYR to the idea of real-money sports betting with a reputable and recognisable
brand such as Betfred.
Betting and Football are Natural Partners
According to the global commercial director of We R Interactive, Paul
Whitehead, betting and football are natural partners.
"Therefore", said Whitehead, "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," he added.
The Managing Director of Betfred, Chris Sheffield said about the Betfred
social football game deal: "We are all about innovation at Betfred.com,
that's why this deal was so appealing and we are delighted that our brand will
be exposed to a wider audience."
The Betfred.com brand will appear in the I AM PLAYR game from August 18th.