The news: Discord rolled out Nitro Rewards earlier this week, adding new perks for subscribers of its Nitro premium tier while also tying the program more closely to the platform’s rewards-based ads ecosystem.

Nitro members will receive added benefits, including a starter edition of Xbox Game Pass, and will get a 20% boost in Orbs (Discord’s in-platform currency) when completing Quests, the company’s rewarded ads product.

Why it matters: Advertisers are showing interest in Discord and others’ rewards-based ads. Its new features encouraging users to interact more frequently with ads could give marketers better access to engaged audiences in key demographics.

• 45% of US marketing professionals see potential value in rewarded advertising on messaging and community platforms like Discord, per a Discord and EMARKETER survey, though that trails social media (74.4%) and mobile gaming (64.4%).