Game of Thrones: Legends

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Client

Zynga

Year

2025

Role

+ Audience Definition & Strategic Direction
+ Creative Platform Development
+ Ideation & Creative Leadership

Brief

Launch Game of Thrones: Legends on mobile, using the scale of the HBO franchise to drive awareness and demand.

Insight

Mobile adaptations of prestige IP are often treated as cash-ins. Add a globally recognisable cast member and the risk compounds. But while fans punish exploitation, they often reward self-awareness. Addressing the tension directly could disarm it.

Mobile adaptations of prestige IP are often treated as cash-ins. Add a globally recognisable cast member and the risk compounds. But while fans punish exploitation, they often reward self-awareness. Addressing the tension directly could disarm it.

Solution

Preempt cynicism by gently roasting an actor unable to escape his most famous role. The film opens as pure Thrones, then pivots into self-aware comedy. By matching the tone before subverting it, we made the crossover feel playful rather than exploitative, then introduced the game’s central fantasy: summoning characters from across the Thrones universe to fight for your house. The campaign generated 3.6 billion impressions and international mainstream coverage.

Preempt cynicism by gently roasting an actor unable to escape his most famous role. The film opens as pure Thrones, then pivots into self-aware comedy. By matching the tone before subverting it, we made the crossover feel playful rather than exploitative, then introduced the game’s central fantasy: summoning characters from across the Thrones universe to fight for your house. The campaign generated 3.6 billion impressions and international mainstream coverage.

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