Discord has reported a successful first year for its Quests initiative, generating 70 campaigns in partnership with advertisers and delivering millions of rewards to engaged gamers. Speaking at the IAB Playfronts event, Peter Sellis, Discord’s senior vice president of product, highlighted how Quests have improved game discovery and engagement while offering an advertising model that resonates with players.

Discord's Quests Generate Millions of Rewards for Gamers

About Discord and Gaming

Originally created as a space for friends to connect around games, Discord has evolved into a central hub for gamers worldwide. While the platform expanded beyond gaming during the pandemic, it has since reaffirmed its focus on gaming, with 93% of its users actively playing. Each month, Discord’s 200 million active users collectively log 1.5 billion hours of gameplay across more than 8,000 PC titles.

Sellis emphasized that Discord has become a key space for gamers to gather, communicate, and discover new content. He noted that traditional advertising often struggles to engage gaming audiences, as players prioritize authenticity. However, Quests was developed to align with existing player behavior, offering rewards in exchange for meaningful interaction with games and content.

Discord's Quests Generate Millions of Rewards for Gamers

Introduction of Quests and Its Impact

Quests represents a new approach to advertising on Discord, creating a model where players, developers, and brands all benefit. Instead of relying on standard advertisements, Quests encourage users to interact with content in exchange for in-game rewards. Players who participate in a Quest are three times more likely to engage with future campaigns, demonstrating the initiative’s ability to sustain engagement.

Advertisers have also responded positively. More than half of Discord’s Quests partners have returned for a second campaign, reinforcing the effectiveness of this model. Successful campaigns have included major game developers and entertainment companies. For example, miHoYo used Quests to promote a significant update for Genshin Impact, which resulted in an 80% increase in playtime during the campaign week. Similarly, Max launched a Video Quest to promote Dune: Prophecy, achieving an 85% completion rate for a 2-minute 38-second trailer.

Discord's Quests Generate Millions of Rewards for Gamers

Challenges of Advertising in Gaming

Before launching Quests, Discord recognized that many brands and developers struggled to connect with players through traditional advertising. Gamers are often resistant to ads that disrupt their experience or feel inauthentic. With this in mind, Discord designed Quests to integrate seamlessly into the platform, providing value to both players and advertisers without interrupting gameplay.

The initiative has been particularly effective in leveraging the social nature of gaming. Players who engage in Quests with friends are seven times more likely to increase their gameplay. This peer-to-peer influence makes Discord an attractive platform for advertisers seeking to reach engaged audiences in a way that aligns with their existing behaviors.

Discord's Quests Generate Millions of Rewards for Gamers

Expanding Quests and Future Developments

Currently, Quests exist in two main formats: Video Quests, which focus on driving awareness through trailers and promotional content, and Play Quests, which encourage players to interact with games to unlock rewards. Moving forward, Discord plans to expand Video Quests to mobile, providing advertisers with new opportunities to reach audiences.

The broader gaming industry continues to evolve, with Gen Z and Gen Alpha leading the shift toward digital social spaces. According to IAB’s vice president of experiences, Zoe Soon, 90 to 95% of these generations identify as gamers, making platforms like Discord critical for brand engagement. Soon also noted that gaming is not exclusive to younger players, with the average gamer age now at 37, highlighting the broad appeal of gaming-related content.

Discord's Quests Generate Millions of Rewards for Gamers

Final Thoughts

As Discord continues to refine Quests, it aims to further develop the rewards system, introducing new incentives such as avatar decorations and other digital collectibles. With plans to roll out mobile video support in June, the platform is positioning itself for continued growth in the gaming and advertising space.

The first year of Quests has demonstrated its potential to redefine advertising in gaming, offering an approach that prioritizes engagement and authenticity. By balancing the needs of players, developers, and advertisers, Discord has established Quests as a valuable tool for connecting gaming audiences with meaningful content.

Source: GamesBeat