I Am Playr

Development

We R Interactive was originally backed by film producer Eric Fellner of Working Title Films and Fru Hazlitt of ITV. I Am Playr was revealed for the first time in November 2010, being billed as "the first–ever point–of–view football game". It is the company's first product. We R Interactive worked together with the film company Big Balls Productions and Boss Reece for the interactive video elements of the game, the beta version of which took nine months to design and build.

Co-founder of We R Interactive, Dave Rose said of the video elements, "Film gives us the ability to build characters and bring a more visceral feel to the interactive experience." During the closed beta, initial sponsors were found in the forms of Nike, Inc. and Red Bull, with Ginsters also being in-game sponsors on the fictional football team's kit, even though they sponsor Plymouth Argyle's shirts in real life. Alfa Romeo were added as an additional sponsor in May 2011, with their branding featured in in-game matches on sponsorship boards, and the Alfa Romeo MiTo being featured as a new gaming element.

Bookies Betfred were also involved allowing players to bet on Premier League matches, and money won from bets was added to the player's cash. In May 2011 a series of investors put a collective £3.1 ($5) million, including former England international footballer Lee Dixon. Dixon had also been added to the game's storylines, where he said of his role, "I'm excited to be adding my own real-life football experience – both on and off the pitch – to the game's storylines."

An affiliate marketing scheme has been created called "I Am Scout", where football bloggers and sites can sign up to access promotional items and content. A logging system of recording the goals scored by players signed up through those sites had entered the "scouts" in a leaderboard with the winner going on a trip to watch Real Madrid play.