World building has always been an essential element in Fantasy and Science Fiction storytelling. The world of Game of Thrones is rich and vast, populated with complex characters and an endless level of detail--attracting over 18 million viewers per season. But what happens when the season ends? Through two case studies (on currently in production projects) we’ll explore how HBO, the show creators and Elastic have extended the world of Game of Thrones to create emotional, layered, contextual immersive experiences that engage fans during the “long winter”. Additionally, the conversation will focus on the approach of deep, fan focused engagement and how it translates into an immersive experience.