What's Happening?
Discord has launched a new advertising model called Quests, which integrates interactive experiences into its platform. Users can engage with short videos, mini-games, or mobile experiences to earn Orbs,
Discord's virtual currency. This approach aligns with the gaming behavior of Discord's user base, which consists of over 200 million monthly active users, 90% of whom are gamers. The initiative has attracted significant interest, with users actively seeking out these ad experiences. Discord's ad model has expanded to include Arena Quests, allowing non-gaming brands to participate in interactive engagements. Partnerships with AppsFlyer and Kantar have been established to provide mobile attribution and brand lift measurement, enhancing the credibility of Discord's advertising approach.
Why It's Important?
Discord's innovative ad model represents a shift in digital advertising, particularly in engaging Gen Z, a demographic known for tuning out traditional ads. By offering rewards and interactive experiences, Discord is creating a more engaging and valuable advertising environment. This model not only benefits users by providing them with incentives but also offers brands a unique way to connect with audiences in a meaningful manner. The success of Discord's approach could influence other platforms to adopt similar strategies, potentially reshaping the digital advertising landscape.
What's Next?
Discord plans to scale its advertising model by expanding mobile inventory and introducing high-impact formats for major launches. The company aims to simplify ad purchasing for agencies and brands, focusing on broader and deeper engagement. As Discord continues to develop its infrastructure, it seeks to become a key platform for gaming and entertainment marketers, setting a precedent for how future generations prefer to experience advertising.
