The news: Discord’s ads business is moving toward the lower funnel.
- The company is debuting Play Quest+, an ad format that allows brands to offer rewards for players that complete in-game actions like playing with a friend or finishing a match.
- Play Quest+ works by having players accept a Quest and link their Discord and game accounts, allowing Discord to track their in-game progress. Players are then rewarded for completing actions through Discord’s Events API and Social SDK.
- The first campaign will launch in early September with Electronic Arts’ Battlefield 6.
Why it matters: Rewarded advertising is increasingly valuable, and Discord sits at the intersection of gaming and online communities, two environments where marketers see particularly strong potential for the format.
- 45% of US marketing professionals see value in rewarded advertising on community platforms like Discord, per EMARKETER/Discord. Mobile gaming also ranked highly (64.4%), meaning Discord’s latest push could bridge advertiser interest in rewarded ads across gaming and community platforms.