Riot Games and HBO have paired up to release a promotional campaign joining the Game of Thrones series and League of Legends franchise.
The three-week campaign started yesterday, preceding Game of Throne’s season four premier on April 6. Dustin Beck, vice president of eSports and merchandising for Riot spoke about the pairing to [a]listdaily:
“We got a cold call from HBO because they thought that there was going to be a great overlap between our players and their demographic of people that watch Game of Thrones and this was a good way to explore reaching that demographic through new media,” Beck said.
Game of Thrones will see League of Legends logos and takeover ads on the show’s official site. Beck also hinted toward a mash-up trailer in the pipeline.
“We’ve done a lot of player surveys to see what our fans like and dislike and I think a lot of the discussion and strategies going forward that we have are going to cater to our fan base,” Beck said. “We want to make sure that any activations that we do are super authentic to our fans and that we’re not working with brands that aren’t going to have any value to our players.”