Discord Expands Advertising Horizons with Its First Mobile Video Quests Format

Discord has recently announced a major expansion of its innovative advertising platform by introducing its first mobile ad format, the Video Quests. This strategic initiative aims to connect advertisers more effectively with Discord's vibrant and active cross-platform community. The anticipated launch of this new advertising format is set for June 2025, allowing brands a unique way to engage with users while upholding Discord’s commitment to rewarding advertising experiences.

The Video Quests ad format initially gained traction in the gaming community by promoting game discovery through engaging video content. With this expansion to mobile platforms, Discord is set to broaden its audience significantly, moving beyond just gaming into the realms of media and entertainment.

According to Peter Sellis, Discord's Senior Vice President of Product, expanding into mobile advertising represents a natural progression of Discord's advertising strategy. He stated, "Our mission is to create the most authentic, player-centric advertising platform in the galaxy. This expansion will provide brand partners access to Discord's highly engaged, cross-platform mobile audience — and create new opportunities for businesses to connect with our community in meaningful, and performant, ways."

The initial pilot for the Video Quests will focus on brand awareness, offering advertisers a premium full-screen format that retains the opt-in and reward-oriented nature of existing ad types, such as Quests. This strategy aligns with current digital advertising trends that prioritize user experience and interactivity.

Three key formats will be featured in the new push into video mobile advertising:

1. Video Quests: These ads aim to enhance brand visibility, making them ideal for trailers, announcements, and promoting downloadable content (DLC). The mobile extension of this format allows advertisers to reach broader audiences and engage effectively with mobile gamers.
2. Play Quests: This unique ad format requires users to play or stream a specific game to earn rewards, establishing an authentic engagement between players and the gaming content they value.
3. Quest Campaigns: Since their inception in 2024, the Quest campaigns have successfully connected with various high-profile gaming, media, and entertainment franchises. Collaborations with brands such as Diablo, Genshin Impact, and World of Warcraft have helped boost engagement through interactive advertising that resonates with players.

An exemplar campaign, driven by miHoYo for its popular title Genshin Impact, exemplified the potential of Quests. They energized audiences around a significant update featuring new content by incentivizing participation with high-value in-game rewards, resulting in millions of players joining the quest, and an 80% increase in playtime was observed during the campaign period.

Another notable campaign launched by Max for its anticipated TV series, "Dune Prophecy," effectively engaged audiences by featuring a compelling trailer through a Video Quest that achieved an impressive 85% completion rate. This prevalent success indicates how well-targeted advertising can enhance viewer interest.

Discord's versatile platform supports seamless interaction across multiple devices, including PC, mobile, Xbox, and PlayStation. This versatility opens new avenues for companies interested in embracing the upcoming Video Quests mobile ad format. Brands looking to participate in the pilot are encouraged to connect directly with Discord for more information.

As video content continues to dominate online advertising landscapes, Discord’s innovative approach to ad formats emphasizes the company's focus on creating engaging, user-focused experiences. With its vibrant community of over 200 million monthly active users, Discord's commitment to connecting advertisers with players presents exciting opportunities for both businesses and users alike.

For more information on Discord's advertising programs and to stay updated, visit their official website or reach out to their media contacts. The next era of mobile advertising on Discord is set to redefine how brands interact within the gaming community.