Game of Thrones promotions within League of Legends are coming, Riot Games has announced.
[A]List Daily reports on the partnership, which will promote the hit HBO show inside the popular MOBA title.
Riot is currently developing a mash-up trailer, combining the two mega-properties. HBO, for its part, is running a three-week activation in advance of the show's season premiere on April 6th.
"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," Riot's vice president of eSports and merchandising Dustin Beck said.
"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."
This isn't the first deal involving films and the eSports space – Lionsgate sponsored a StarCraft 2 tournament just last month in effort to promote its Ender's Game film adaptation.