The fantasy world created by George R.R. Martin has always been one of epic battles, political machinations, and, perhaps most importantly, knights sworn to uphold honour and courage. Now, the revered 77-year-old author is bringing one of those ancient traditions right into the twenty-first century by launching a hunt for real-life heroes — and offering a genuine knighthood to the winners.
In a move that’s equal parts brilliant marketing and playful homage to his own lore, Martin has teamed up with HBO ahead of the highly-anticipated prequel A Knight of the Seven Kingdoms. The new show, based on the beloved novellas Tales of Dunk and Egg, is set to premiere on Jan. 18, 2026, and the author is determined to generate a spectacular level of hype for its arrival.
The campaign, dubbed the #KnightChallenge, is seeking out individuals who embody the spirit of the new show’s hero, Ser Duncan the Tall. It’s a clever way to remind fans that the world of Westeros is about more than just dragons and ice zombies, but the simple, enduring virtues of its people.
A New Quest For George R.R. Martin: Finding Modern-Day Knights
The competition mechanic is simple and distinctly modern: fans are invited to nominate someone they know who ‘lives by the knightly ideals: honour, courage, self-sacrifice’. Martin himself delivered the call to action, outlining the task in his classic, direct style. ‘I’m searching for modern-day knights inspired by our hero, Ser Duncan the Tall. Do you know someone who lives by the knightly ideals: honour, courage, self-sacrifice? Nominate them, no armour required. Make a quick video telling us why they deserve it. Or even better, show them in action. Who knows? I might just knight them at our premiere’.
Those enthusiastic fans wishing to join the quest must post their videos on TikTok and use the specified hashtag to validate their entry. The ultimate prize is a ticket to the LA Fan Premiere of the series, where they will receive the honour of knighthood directly from Martin. However, there is one major catch for UK-based fans hoping to make the trip across the Atlantic: the contest is open only to fans residing in the US. Those who are eligible need to be quick, as the contest closes at 12 p.m. ET on Jan. 2, 2026.
This online contest is clearly HBO’s latest attempt to draw massive attention back to Westeros, particularly as the network prepares to launch a spin-off that is a significant departure from the original Game of Thrones formula. The new programme already benefits from the popularity of the established universe, yet its focus on a different tone requires a robust marketing strategy. The show’s simplicity is intentional. Showrunner Ira Parker has previously remarked that the series thrives on this very aspect, noting that the main characters possess ‘no flash’ and that the action will take place in the ‘lower rim of Westeros society’.
This is precisely the reason some fans have already expressed doubt on Reddit, concerned about its potential performance simply because it lacks the spectacle of dragons and the presence of the dreaded White Walkers. Martin, for his part, has countered this cynicism, stating his hope that viewers will love the show as much as he enjoyed writing the source material, the Tales of Dunk and Egg.
Fans Demand George R.R. Martin Finishes The Winds Of Winter
While the prospect of knighthood has undoubtedly delighted a segment of the fandom, the author’s video announcement was inevitably met with the familiar wave of frustration from another, larger group. The inevitable backlash immediately started, with fans taking to social media to demand that George R.R. Martin cease his extracurricular activities and instead focus on finishing The Winds of Winter.
The long-awaited sixth instalment in the A Song of Ice and Fire series has become an almost mythical object in publishing, and Martin’s busy schedule is often blamed for the delays. With the most recent novel, A Dance with Dragons, having been released way back on July 12, 2011, the wait for the sixth book has now stretched into its 14th year.
The prolific author has previously cited his various commitments as the main culprits for why he has less time to focus on his novel. Now, the 77-year-old is engaging in a highly visible new contest that involves knighting fans at a show premiere, a decision that has only fuelled the fiery demands from readers.
While this sounds like a ‘pretty fun’ engagement — particularly for those lucky enough to attend the premiere — many of his core readers are hoping that Martin will also find the time to finish his book in the same period. It’s truly hard to tell how much has been written over the past few months. He has, however, assured fans that he is still working on the novel.
Much of his struggle, he explains, comes from the laborious process of ‘revising and rewriting chapters’. Readers worldwide will be holding their breath and hoping that the author will be more open to sharing concrete updates in 2026.
The author’s current focus has clearly divided his enormous fanbase. On one side, there’s the delightful promise of knighthood and the anticipation of a new, simpler Westeros in A Knight of the Seven Kingdoms; on the other, there’s the grinding, 14-year reality of a literary epic left unfinished. Martin’s commitment to other projects, however creatively fulfilling, will always be overshadowed by the book that millions desperately wait for. Until The Winds of Winter is finally delivered, every other announcement he makes will simply fuel the fire of fan frustration.
Originally published on IBTimes UK
