Riot lands Game of Thrones promotion in League of Legends

eSports is increasingly becoming an attractive ad opportunity for major brands

Following the Lionsgate deal to promote Ender's Game in eSports, another major brand is looking to the emerging medium to increase its foothold among the gaming demographic. The [a]list daily has revealed that Riot Games has partnered with HBO to promote popular show Game of Thrones within League of Legends.

"Big names are now starting to understand the demographic that they're able to reach through eSports, which is a relative nuanced and new demographic that they traditionally haven't been able to reach effectively," said Dustin Beck, vice president of eSports and merchandising at Riot Games.

"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."

Riot is working on a mash-up trailer combining League of Legends and Game of Thrones, and HBO is doing a three-week activation in advance of their series premiere on April 6th. For complete details on the promotion check out the full interview with Beck.

Related stories

Riot Games introduces revenue sharing in EU LCS overhaul

Developer rethinks Challenger Series and looks to reward teams that "positively contribute to the success of the LCS"

By Haydn Taylor

Riot co-founders Brandon Beck and Marc Merril to lead development on new title

Senior leadership team to handle company operations while duo work on studio's next project

By James Batchelor

Latest comments (3)

Steve Wetz Reviewer/Assistant Editor, Gamer's Glance3 years ago
I can only hope the next level of collaboration - a Game of Thrones expansion for League of Legends - is forthcoming. It's time that the Lannisters got their comeuppance! Plus, this might be a Game of Thrones game I would actually like to play.
2Sign inorRegisterto rate and reply
Edward Buffery Head of LQA (UK), Testronic3 years ago
Hehe, it shouldn't be too difficult to put together a new skins / sound / animations for some of the existing champs and sell the entire bundle at a discount for the whole set.
0Sign inorRegisterto rate and reply
Andrzej Wroblewski Localization Generalist, Albion Localisations3 years ago
Lol... Tyrion Lannister Teemo skin... Daenerys Stormborn Shyvanna... Hodur Gragas... Doesn't sound right.
0Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.