Cornwall based food producer Ginsters have signed a sponsorship deal with I AM PLAYR, the first-ever POV computer football game. Ginsters will be the shirt sponsors of fictional football club River Park FC, and integrated into the storyline. The deal is Ginsters’ first move into in-game advertising.

In a media first, Ginsters will also run on-pack promotions providing consumers with a discount code to join the I AM PLAYR game and collect in-game rewards. This interactive advertising is a huge leap forward from traditional in-game formats and demonstrates the innovation that advertising in social gaming can bring to the marketplace.

Ginsters Head of Brand Marketing Andy Valentine said: “We believe this is a pioneering project, being developed by a highly talented team.

“Our involvement will allow users to engage with our brand in a groundbreaking and interactive fashion, driving brand awareness and positive word of mouth.”

We R Interactive Commercial Director Arianne Riddell said: “We are really pleased to have Ginsters sign up in time for our February launch. Their involvement in the game not only enriches the user experience, but also delivers added authenticity.It is a great example of how to integrate advertising in a seamless and unobtrusive fashion.”

In the deal brokered by Starcom Mediavest, Ginsters now join Nike as a sponsor of I AM PLAYR.

For more I AM PLAYR information go to www.iamplayr.com