Betfred signs deal with We R Interactive's I AM PLAYR
Betfred.com has signed a deal with social games publisher for sport and music, We R Interactive, which will see it featured in the social football game, I AM PLAYER.
The game incorporates Betfred’s high profile horse-racing sponsorships, plus their recent sponsorship of the World Snooker Championship at the Crucible, in content available to UK users of the game.
The deal aims to drive brand awareness and is part of Betfred’s strategy to create social entertainment experiences around its sponsorship portfolio.
Paul Whitehead, global commercial director of We R Interactive has commented on the partnership: “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 has added: “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.”
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