'I AM PLAYR' is a football video game, developed by We R Interactive, which is available to play on Facebook. The game is thought to have more than one million active users.
As part of the commercial tie-up between Betfred and We R Interactive, the game will highlight Betfred's sponsorship of horse racing, along with its sponsorship of the World Snooker Championships.
From 18 August, Betfred.com will appear in 'I AM PLAYR' via a virtual in-game betting shop, which uses real-life Premier League football betting fixtures and allows players to bet using their in-game cash.
Betfred has made a number of moves into sport sponsorship. It is a sponsor of both Haydock Park and Kempton Park racecourses, along with Nottingham Greyhound Stadium.
The company is also a betting partner of Wembley National Stadium.
Follow John Reynolds on Twitter @johnreynolds10
This article was first published on campaignlive.co.uk