GAME OF THRONES LEGENDS

AGENCY: Maverick Media

CLIENT: Zynga & Warner Bros

A launch and social campaign for Game of Thrones: Legends, a mobile puzzle RPG set within one of the world’s most recognisable entertainment IPs.

Working within strict brand guidelines and limited gameplay formats, we developed a campaign that leaned into the atmosphere, tension and dramatic language of Westeros rather than relying solely on the core match-3 mechanic. The teaser and launch trailers established the tone, creating a world-first approach that felt authentic to the franchise while still clearly communicating the game’s proposition.

The wider campaign won Best Marketing Campaign at the 2025 PocketGamer.biz Mobile Games Awards, with Maverick recognised as part of the Keywords Studios group behind the work. Following the success of the launch work, we were retained to create an extended run of social content after release. This included bite-sized tutorials, timed game events, public holidays and community-led moments, adapting a highly restricted IP into ongoing content that could remain clear, recognisable and engaging across social channels.