The activations include updates to Duolingo’s High Valyrian course, the fictitious language spoken on the show. HBO’s House of the Dragon: DracARys app, which launches on July 20, will feature AR dragons that users can raise and command in High Valyrian.

In addition to the digital activations, the language service will place cryptic billboards featuring High Valyrian text across key markets, generating interest and fan chatter. Additionally, two months of Duolingo Plus, its premium model, will be made available to HBO subscribers in a special offer.