The LCS, Riot Games’ North American League of Legends competition, has announced a partnership with television network HBO.
The deal sees both entities work together to promote House of the Dragon, a new HBO Original series and the prequel to Game of Thrones.
The LCS broadcast will feature unique elements and branding to coincide with the House of the Dragon full trailer release. As such, fans can expect to see Targaryen banners on League of Legends’ Summoner’s Rift during the first weekend of the LCS playoffs, which also coincides with the series’ premiere (August 20th to 21st).
Beginning July 23rd, the LCS broadcast will have an activation connected with the map’s Dragon Soul, making it the first Dragon entitlement in the competition’s history.
Via a post on LinkedIn, Matthew Archambault, Head of Partnerships & Business Development at Riot Games, commented: “Excited to showcase the announcement of this partnership with HBO Max for House of the Dragon and the LCS in NA… complete with entitlement of Dragon Soul!
“Thanks to all the teams for pulling this together – between Riot, HBO and Hearts & Sciences team(s) – everyone worked collaboratively to bring this to life. Looking forward to what’s to come!”
This is not the first time that a series has been promoted through esports and gaming activations. Earlier this year, Activision joined forces with Amazon Prime Video to celebrate the launch of its new series, The Terminal List, with a Call of Duty: Warzone invitational event.