Game of Thrones to advertise in League of Legends

The HBO show will advertise its upcoming fourth season in Riot Games’ popular MOBA.

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HBO is advertising the next season of Game of Thrones in Riot Games’ League of Legends.

Vice president of eSports and merchandising at Riot Games Dustin Beck told [a]list daily that the three week-long campaign leading up to the premiere of the fourth season could include website takeovers in addition to the featured logos you can already see in the Championship Series broadcast. Beck also said that Riot Games is working with HBO to produce a mash-up trailer, and that it was given exclusive sneak peaks into footage that haven’t been seen before.

“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.

As Beck explained it, the advantage to advertising with League of Legends is its 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.”

Other big companies that advertise with League of Legends include American Express and Coca-Cola, both of which sponsor the game’s Challenger Series.

Earlier in the week, League of Legends creators Brandon Beck and Marc Merrill won the Pioneer Award at the Game Developers Conference awards show.

Emanuel Maiberg is a freelance writer. You can follow him on Twitter @emanuelmaiberg and Google+.
Got a news tip or want to contact us directly? Email news@gamespot.com

Discussion

53 comments
vadagar1
vadagar1

UGH

go to dota2 better game with a more mature audience (mature-isk :P)  

santinegrete
santinegrete

With such a great name they choose this side of gaming to advertise? Boggles my mind.

yearssomuch
yearssomuch

Great, more outside advertiser interference in video games.

spikepigeo
spikepigeo

Does Game of Thrones even need advertising?

Stiler
Stiler

For one an advertising campaign I could get behind (it's not intrusive, no pop ups, no "watch this before you play" crap, which I would despise).

You know what would be even better? GOT inspired skins!


Seriously if they had made like 5 or so GoT skins and released them when the show was about to start back they could have made quite a bit of money.



jimmy_russell
jimmy_russell

Advertising in video games? That's shameless. Selling ads to children is despicable. They banned advertising in schools for a reason you greedy cunts.

khuzko
khuzko

Another victory for sony

pyro1245
pyro1245

really? well if you say so... but I doubt there are many LoL player that don;t know about GoT.

placksheep
placksheep

I often wonder why more of this kind of targeted advertising doesn't go on. Probably because most games cost money, and we don't want to also sift through advertisements while playing; at least I don't.

WereCatf
WereCatf

I am personally eagerly waiting the next book in the series. The books were better than the TV-show.

BFKZ
BFKZ

Isn't it weird to advertise a super adult TV show on a game that's played by so many kids?

Gelugon_baat
Gelugon_baat

I suppose that HBO is not aware of what someone in Riot Games said about plots. :P

shinjuki
shinjuki

Great! Now I can avoid two things I don't give a crap about a lot easier! Lol

canuckbiker
canuckbiker

Is their a fantasy loving nerd that hasn't heard of game of thrones yet?

Flamewolf75
Flamewolf75

Neat. Now fix your damn servers, riot.

tightwad34
tightwad34

@Gelugon_baat It's based on one's opinion so it's of course subjective. I'll go ahead and say in my opinion Game of Thrones is if not one of the most well acted, then it's the best acted show ever.

jimmy_russell
jimmy_russell

@spikepigeo Did the Nazis need propaganda to brainwash the masses? Do politicians need advertising to smear their opponents arguments with logical fallacy? Do businesses need advertising to persuade you into their financial mind game? The answer is yes on all accounts.

normanislost
normanislost

@jimmy_russell  except its not advertising in a video game its advertising during the tournaments and champion ship shows

crzysheeit
crzysheeit

@jimmy_russell  When the business aspect of a project takes over this is what we get. Marketing is the #1 priority in the world today.

jimmy_russell
jimmy_russell

I wonder why we don't have pedophiles sitting around schools preying on children? Same reason we don't have vultures advertising to children. They are despicable and very sick people.

shingui5
shingui5

@placksheep  

I'm actually in a probably very tiny camp, which thinks that in some games, some advertisement wouldn't really be a bad thing. Sports games mostly would feel right at home with real advertising in them. And in eSport matches, sponsorships being displayed wouldn't really take away from the experience, if it wasn't pervasive. 

mortalsaw
mortalsaw

@Gelugon_baat  well most of the characters in game of thrones are measured by size of their dicks or breasts , so i guess thats why they called riot games

Azubedo
Azubedo

@shinjuki  Clicked on an article that has 2 things you don't give a crap about....makes sense

tightwad34
tightwad34

@canuckbiker Is there anyone in general that hasn't heard of Game of Thrones yet(aside from those excluded from society)?

tightwad34
tightwad34

@Gelugon_baat Nevermind. I didn't notice you were referring to an old conversation from last night. LOL.

jimmy_russell
jimmy_russell

@crzysheeit I don't expose myself to advertising. Neither should you. And if they try to target your children with brainwashing symbolism, you should get angry.

crzysheeit
crzysheeit

@shingui5  I think if the advertisement within the game is NOT disruptive, its fine. I agree with you that it would be fine in sports games or on billboards in racing games or even in open world games like GTA or Watch Dogs. However, when it comes to mashup campaigns like they do with the NFL or the NBA, its just plain stupid sometimes. But I guess if it works, it works. Again, if its not disruptive to the story line or the game play, its perfectly fine to me.

Gelugon_baat
Gelugon_baat

@mortalsaw

Whut? Now, I have to admit here that I don't really follow Game of Thrones, but where did you get the notion that the characters are measured by such things?

I suppose that the female characters could not hide their bust sizes, but do the male ones do nothing to hide their bulges?

shinjuki
shinjuki

@Azubedo @shinjuki


Thread are around for a myriad of different reasons, I skipped right over this article because it didn't interest me, thought of something witty and decided to post it, maybe make someone laugh. Got haters responding as opposed to people who understand this though, you ruined the joke. You happy of yourself? Lol

Gelugon_baat
Gelugon_baat

@Azubedo  

Some can be stupendously proud and egotistical about things which they don't give a crap about. :P

Stiler
Stiler

@jimmy_russell @crzysheeit Why I agree about advertising in school, this is a video game..not school, and they are right there are many GoT fans that play league. 

Also it's not really "brainwashing," just simple banners/logo's for the show (which most people already know about).

Llama345
Llama345

@mortalsaw Is it because it is wildly popular that you have to stand on the side of 'overrated'? You just must be so hip these days. If you compare this show with almost any primetime show the acting is superior. 

tightwad34
tightwad34

@spikepigeo I like the Walking Dead, but sometimes the acting is very mediocre. Shane was probably the best actor the show had. Dale was horrible, Herschel was bad, Merle and Darryl are real good, Rick is good but he always looks like he's going to puke.

tightwad34
tightwad34

@mortalsaw What uh, why am I a bitch? It's only my opinion so it's not necessarily wrong. Now how in the hell do you think it doesn't have good acting? And thanks for respecting my opinion....oh, this is the internet, nevermind.

spikepigeo
spikepigeo

@mortalsaw @tightwad34 @Gelugon_baat  Seriously? I suppose you could claim that it's overrated in some areas ( I think you'd be wrong if you did) but... the acting overrated?? You have to be joking. There are few (if any) instances of better acting in the history of television. GoT's cast is the new standard for premium television acting.


Compared to that joke of a cast that is The Walking Dead. Now THAT is an overrated show with overrated actors.

Daian
Daian

@Gelugon_baat u're missing out if u're into fantasy or just good drama. Also, there is very little male full frontal nudity, it is greatly exaggerated. Topless women on the other hand are a regular thing every now and then.

tightwad34
tightwad34

@Gelugon_baat They meant that there are lots of exposed breasts and wieners. The show is the most complex and compelling I have ever seen with some of the best acting to date, for a show at least, but it doesn't really feel like a show, and that's what it's measured by. You really should look into it if Fantasy is your sort of thing. Best show I have ever seen IMO. And just because someone said something about plots(not sure what that's about) doesn't mean the showrunners at HBO really care about that comment.

shinjuki
shinjuki

@zerohournow


You obviously didn't did you? I'm surprised it doesn't have a picture of you next to it.

shinjuki
shinjuki

@zerohournow


Whether something is witty or not is a matter of opinion, you disagree with me, congrats on that, you're a condescending wanker though and I don't appreciate your input.