This card is extremely useful in any Lannister deck that is leveraging an economic advantage. This is a likely scenario with cards such as Tyrion Lannister and Tywin Lannister making frequent appearances.
The optimal use of the card is to remove a character from a challenge. For example, this may help generate an unopposed challenge against The Wall, or prevent the opponent from triggering a likely Put to the Sword or similar.
Combined with cards like Cersei Lannister, there is a good chance of the character being subsequently discarded from the opponent’s hand. If allied with House Baratheon, follow up with Seen In Flames to ensure an unpopular characters ends up in the discard pile!