Betfred signs I AM PLAYR content deal has signed a deal with games publisher We R Interactive for its brand to be integrated into the award-winning I AM PLAYR social football game.

The Bafta-nominated game, which currently has 1.3m monthly active users according to App Data as well as a Facebook community page with nearly 500,000 likes, will even include a virtual Betfred betting shop from 18 August, in time for the new English Premier League season, enabling players to bet using in-game credits.

Betfred’s high profile sponsorships of World Snooker and horse racing will also feature in the game.

Betfred managing director Chris Sheffield said the company had been drawn to the deal with We R Interactive because the betting and gaming operator was “all about innovation”.

We R Interactive’s global commercial director Paul Whitehead called betting and football “natural partners”, and said it was “great to be bringing the Betfred brand into the game through these really innovative integrations that further authenticate the game.”

We R Interactive revealed that its active users spend over 50 minutes per day playing the game, and therefore engaging with the branded content built into the platform, while Whitehead added that they would also be working with Betfred to grow the betting brand’s own social activities.

The game, launched in January 2011, recently picked up a gold trophy in the Branded Content and Entertainment category for ‘best use or integration of gaming’ at this year’s Cannes Lions Awards for advertising, due to its successful integration of the Nike brand into the game in the form of storyline and game play content, such as around pitch hoardings. Alfa Rome cars and Red Bull energy drinks also feature in the game.

In other Betfred-related news, the bookmaker has also agreed a deal to sell 25 betting shops to Stan James for £5m, after the Office of Fair Trading ruled its £265m purchase of the government-owned Tote last year raised competition concerns in 25 locations, resulting in a reduction in choice of betting shops for consumers.

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