HBO will advertise the next season of its hit fantasy series Game of Thrones in Riot Games' popular MOBA game, League of Legends. According to [A]ListDayily interview with Dustin Beck, Vice president of eSports and merchandising at Riot Games, Riot Games and HBO will team up to create a three-week long campaign leading up to the premiere of the fourth season of the show.
The marketing campaign could include a mash-up trailer and website take-overs.
"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.
Beck told the publication that the advantage to advertising with League of Legends is its keen focused strategy.
"We’re not working with a ton of different brands," he said. "There’s not going to be the kind of sponsor overload you get when you look at NASCAR for example. You see a car that’s littered with various sponsor bugs and it’s very hard to focus in on what logo you’re looking at."