HBO is using a fantastic idea to promote the latest season of its fantasy drama, the popular Game of Thrones. Now on its fourth season, it is set to premiere in April 6, 2014. HBO is teaming up with the League of Legends creator Riot Games for the latest promotion of Game of Thrones.

An interview revealed that Dustin Beck, the VP of eSports and merchandising of Riot Games, received a cold call from HBO. HBO called to say that they are anticipating a huge overlap between League of Legends players and the target audience of Game of Thrones.

The result of the call was a partnership to jointly promote the new season of Game of Thrones. The TV series will now have ads on the League of Legends website.

According to Beck, they have studied the demographic overlap and concluded that the dual marketing campaign could be beneficial to their game community as well, since more exposure and airtime creates the chance to explore new media for reaching their consumer base.

Fans can anticipate a video to be released soon that combines the popular TV series and online game. According to Riot Games, the mash up trailer will have exclusive video footage of scenes that have never been seen. The campaign will run for three weeks.

Season 3 of Game of Thrones had a total of 14.2 million viewers, with women making up 42 percent of the audience. It has received several nominations for the Emmy Awards, Golden Globes, Satellite Awards and Scream Awards. It also won six Creative Arts Emmy Awards for its second season.

On the other hand, as of January 2014, about 27 million people play the award-winning League of Legends each day. There are about 67 million players each month, and during peak hours more than 7.5 million players all over the world are playing at the same time.

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