An international team of researchers has devised a questionnaire for fans of the series to understand what it is about the show that people love, and cannot let go, despite key characters being killed off each season, or what has even annoyed and upset them about the programme.
The team will share what they learn once the research is complete.
"We've sensed that Game of Thrones is significant, and important, a 'game-changer', but we're not yet sure how," said Professor Clarissa Smith from the University of Sunderland in the UK.
"Some of us are currently researching the revived Star Wars franchise. But Game of Thrones is different, clearly," she said.
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Over the past 25 years, many commentators argue that 'fantasy' has changed beyond recognition, with an increasing mixing of Science Fiction with fantasy, published fantasy has also expanded and become ever more complex.
"In film, we have seen the huge expansions in technical capacity to make 'worlds' look real," said Smith.
"We're seeing worlds that have steadily become more present, and more varied," said Smith.
"With Game of Thrones a new set of dimensions has been added. Not just that the book series is huge - and unfinished. More, perhaps, that this is such a doom-filled series, where the moment you form affection for a character, s/he is likely to suffer horribly, and die," she said.
"Hanging over everything is the coming winter, the threat from the North, the White Walkers, all set in a world that is not ours, yet in a hundred ways reminds many people of ours," she said.
Once the season ends in August, the team will report on what it achieved with a summary of the main findings.
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