Discord Expands Ad Offerings with New Quests Format and Measurement Partnerships

Discord Expands Advertising Opportunities with Arena Quests

Discord is taking a significant step in expanding its advertising capabilities with the introduction of a new format known as Arena Quests. This innovative edition of the existing Quests format seeks to engage brands with Discord's vast and involved user base. As a social communication platform dedicated to gaming communities, Discord leverages unique advertising methods that aim to not only capture attention but also reward users.

Innovating with Arena Quests

Arena Quests enable brands to sponsor authentic gaming experiences on Discord. Advertisers link themselves to real-time gaming moments by providing rewards to users who engage with specific games. Participants select a game from a pre-curated list and play it for a defined period, completing tasks set by the advertisers to earn in-game rewards, such as exclusive avatar decorations. This approach intertwines the brand experience within the game seamlessly, which enhances user engagement without the interruption of traditional advertising methods.

Adam Bauer, VP of Sales and Ads Solutions at Discord, emphasizes the goal of these Quests: they are intended to provide real value to users while achieving significant impact for advertisers. "Arena Quests serve as a new avenue for brands, helping them integrate into the play experience authentically."

Currently, Arena Quests is in an Alpha testing phase with limited opportunities available for select partners, allowing for early feedback and optimization.

Video Quests Expand Advertising Reach

In addition to Arena Quests, Discord has rolled out Video Quests on Mobile, introducing its first mobile advertising solution. This feature allows brands to extend their reach across different platforms while adhering to Discord's philosophy of being user-centric and reward-driven. Advertisers can now engage with users whether they're on a PC or a mobile device. With the introduction of this cross-platform capability, brands can craft comprehensive advertising strategies that capitalize on Discord's diverse user base.

Strengthening Measurement Capabilities

To further bolster its advertising infrastructure, Discord has partnered with AppsFlyer and Gamesight to enhance its measurement and attribution services. AppsFlyer emerges as Discord's first mobile measurement platform, offering advertisers privacy-safe insights for their campaigns. This partnership has already shown promising outcomes; for instance, Second Dinner recently utilized Video Quests featuring popular characters like Venom and Thor, which led to a substantial performance increase when employing AppsFlyer's detailed targeting alongside Discord's robust user engagement tools.

Adam Smart, Director of Product at AppsFlyer, recognizes Discord's unique potential for brands: "Discord's highly engaged communities offer a rare opportunity for marketers to connect with players authentically. With our integration, we aim to empower marketing efforts that foster lasting relationships with users."

Gamesight further enriches Discord's measurement solutions by providing a server-to-server API integration. This partnership allows for end-to-end tracking of user actions like installs and purchases, directly correlating them with the engagement from Discord ads. Currently, this capability is undergoing beta testing for PC and console game publishers.

User-Centric Advertising Experience

Discord's innovative approach to advertising integrates brands into gaming activities in a meaningful way. The platform has already launched hundreds of campaigns, resulting in millions of rewards claimed since last year. The two primary formats, Video and Play Quests, cater to users' various gaming interactions. While Video Quests target awareness through trailers and game announcements, Play Quests motivate users to interact with games while unlocking rewarding experiences.

Research shows that over 50% of users find Quests enhance their experiences on Discord, and many actively look for new Quests to complete. This indicates that users appreciate the incentivized engagement approach, presenting brands as friendly participants rather than mere advertisements.

Looking Ahead

As Discord continues its commitment to providing an authentic advertising platform focused on players, the company expresses a dedication to evolving its offerings further. The introduction of Arena Quests, along with enhanced measurement partnerships, signals promising growth for both brands and consumers within the Discord ecosystem. The future of advertising on Discord is poised to be not only revolutionary for companies but also enriching for the engaged gaming communities that define the platform.

For those interested in exploring Discord's advertising opportunities, the platform remains free to access at Discord.com, along with a premium subscription service, Nitro, offering enhanced features and customization options. Discord's outreach extends to over 200 million monthly active users who collectively engage for 1.9 billion hours across thousands of game titles.

Together, these advancements position Discord as a leader in the innovative advertising space, aiming to connect brands with their target audiences more meaningfully than ever before.