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Non-popular culture hyped media"? Well, each to their own, I guess.
The game is based on the books, and not the tv-show. Of course one cannot foresee the future, but one can hope that the game will still will be fun and exciting for people that are fans of the books and the ASoI&F-universe. Otherwise you end up with miniatures you could always use for other games, like Warhammer, Ninth Age, Kings of War, Frostgrave etc.
This does not have to convince you, and backing a Kickstarter is always a risk (even though more established companies like Cmon often is a safe bet), but only time will tell how this game will fare. I am hoping for the best, since I long for a rankNfile-game that is not over-complex, and combining that with the tactics deck gives me a cozy Triumph & Treachery-feel, which feels nice. It will add some more random element to the games, which spice things up and makes each game a little more unique.