Random House hopes to excite fans of hit fantasy series Game of Thrones with the launch of a new mobile application that teaches users to speak Dothraki, a fictional language found in the book series and on the popular HBO show.

The app, currently available for iOS, focuses on pronunciation and conversation of the language spoken by the nomadic Dothraki tribe. The language was developed by linguist David J. Peterson, who based it on phrases found in author George R.R. Martin?s A Song of Ice and Fire book series, which the show is an adaptation of.

?Apps like this can be very effective because they help promote a show by word-of-mouth, which is great for publicity,? said Li-at Karpel Gurwicz, vice president of marketing at Como, New York, NY. ?In much the same way that apps created by small- to medium-sized businesses (SMBs) with features that keep their current customers coming back to the app can lead to engagement with new customers, exposure to this particular app will surely lead some who haven?t experience the show to want to take a closer look.?

Interactive app
HBO, the network behind the television adaptation, hopes that the app will help tide eager fans over until the season five premiere of the show next year.

The app offers a comprehensive guide to the fictional language, including vocabulary, pronunciation, grammar and dialogue. Users can learn useful phrases in Dothraki, such as ?How are you?? and ?I love you.?

Other study options include ?The Human Body,? ?Hunting? and ?War Terms? for fans wanting to feel fully connected to the fantasy realm of Essos, where the nomadic warriors reside.

The app also has flash cards, games and tools for memorization, cultural notes and practice conversations. The language does not have a writing system, and functions with a subject-verb-object order.

The ?Dothraki Companion? app, which was developed by Random House, can be purchased on the iTunes store for $0.99.

A Song of Ice and Fire currently has five books out, with two more installments planned. HBO?s Game of Thrones has four completed seasons available for viewing.

Marketing for mobile
Random House is attempting to broaden its mobile marketing strategy with the introduction of the app. Because the language is so extensive, it is expected to have longer user engagement.

HBO is no stranger to standalone show apps. While the network has its HBO GO app for viewing shows on mobile with an HBO subscription, it has apps for other popular hits such as Boardwalk Empire, which has its own iPad app offering an inside look at making the series.

The Boardwalk Empire app also has weekly set updates and trivia games.

While Random House has several standalone apps available, it aims for the Dothraki Companion app to augment brand awareness and drive significant downloads, due to the books? and show?s large fan base.

?Apps for television shows with large fan bases like this one serve a number of purposes ? ranging from giving fans more exposure to their favorite storylines during the season to allowing them to connect with other fans to talk about the program,? Ms. Gurwicz said. ?Much like how brands can use apps to connect with consumers through shared experiences, these apps are clearly reinforcing loyalty and can help shows connect with those who still haven?t yet taken the plunge.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York