Game of Thrones: Legends

Scroll down

Client

Zynga

Year

2025

Role

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

Brief

Launch Game of Thrones: Legends on mobile, leveraging 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. Crucially, fans punish exploitation but reward self-awareness. Acknowledging the tension openly would disarm it.

Mobile adaptations of prestige IP are often treated as cash-ins. Add a globally recognisable cast member and the risk compounds. Crucially, fans punish exploitation but reward self-awareness. Acknowledging the tension openly would disarm it.

Solution

Pre-empt the cynicism by gently roasting the brooding actor who cannot escape his most famous role. The film opens as pure Thrones, then pivots into self-aware comedy that reframes both story and star. By first mirroring the tone before subverting it, we earned permission to introduce the game’s central fantasy: summoning characters from across the Thrones universe to fight for your house. The approach generated 3.6 billion impressions and earned international coverage, extending into mainstream media.

Pre-empt the cynicism by gently roasting the brooding actor who cannot escape his most famous role. The film opens as pure Thrones, then pivots into self-aware comedy that reframes both story and star. By first mirroring the tone before subverting it, we earned permission to introduce the game’s central fantasy: summoning characters from across the Thrones universe to fight for your house. The approach generated 3.6 billion impressions and earned international coverage, extending into mainstream media.

Next Project

Keywords Studios Rebrand

Keywords Studios

Keywords Studios Rebrand

Keywords Studios Rebrand