Sports brand Nike has signed to become principle sponsor of the first-ever point of view (POV) football-themed social game, I AM PLAYR. Rather than overt sponsorship Nike will be fully integrated into the storyline and the game, making this a highly compelling opportunity for the brand and its products.

We R Interactive co-founder Dave Rose, previously Head of Development at Eidos and the driving force behind the massive Championship Manager franchise, says: “Like many of the best products, I AM PLAYR is an ingenious execution of a simple concept.

“Our approach yields the high quality that the user expects, but with tremendous commercial opportunities.”

Another co-founder, Tom Thirlwall (Bigballs Films), says: “With I AM PLAYR we are splicing film and game. Film gives us the ability to build characters and bring a more visceral feel to the interactive experience.”

Simon Owen, Brand Connections Nike (UK), says: “I AM PLAYR represents not only the future of gaming, but of brand communication and authentic brand involvement. It’s something we’re excited to be a part of from the start.”