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League of Legends to Feature in Game of Thrones Cross-Promotion

| 24 Mar 2014 05:40
League of Legends

League of Legends characters will feature in a mash-up trailer to promote Game of Thrones season four.

What do Riot Game's MOBA League of Legends and HBO's fantasy drama Game of Thrones have in common? According to HBO, enough to warrant a cross-promotional deal between the two franchises. In order to promote its upcoming Game of Thrones season four, HBO got in contact with Riot, in order to discuss a campaign that would use League of Legends characters. Dustin Beck, vice president of eSports and merchandising at Riot Games, said that some kind of mash-up video was in the works.

"They're going to be getting some marketing assets, whether that's logo bugs or Website takeovers," said Beck, adding "But we're also working with their team to produce a mash-up trailer. They're giving us some exclusive sneak peaks into footage that hasn't been seen before." So, if you ever wanted to see how Jon Snow would stack up to the likes of Garen, or how Daenerys' pets would fare against Shyvana, this could be it.

Beck says that deals like this are great news for eSports such as League of Legends, as they have relevance to the dedicated fans it has built up over the years. "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," he said.

We want to make sure that any activations that we do are super authentic to our fans," Beck stressed, "And that we're not working with brands that aren't going to have any value to our players."

The League of Legends/Game of Thrones cross-promotion should appear some time during the three-week lead-up to season four's premier.

Source: A-List Daily

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