Discord Launches ‘Arena Quests’ Advert Sponsored Video games

Communications platform Discord is launching a brand new advert format referred to as Arena Quests, which is able to permit manufacturers to sponsor video games and provide customers rewards based mostly on their size of time spent enjoying.

Per Discord, “With Arena Quests, brands can now sponsor real gaming moments on Discord by rewarding users for playing games within a curated selection of titles or themed bundles sponsored by the advertiser. As players participate in the Quest, they choose a game from a pre-curated list and play for a specified time. Once they have completed the Quest requirements, players earn rewards like Orbs or Discord avatar decorations. Brands naturally become part of the Quest experience by surrounding the gameplay in an authentic and engaging way.”

Along with Arena Quests, Discord at present presents two different Quests merchandise: Video Quests and Play Quests. As of Thursday, Discord can also be launching Video Quests on cell gadgets, which is able to mark Discord’s first non-PC-based promoting product.

While Discord’s Video Quests are targeted on driving consciousness and consideration, a format Discord says is good for trailers, new season bulletins, downloadable content material (DLC) drops, and different video content material, Play Quests, like Arena Quests, are designed to drive gameplay. Play Quests require customers to play or stream a recreation to unlock rewards, getting gamers immediately into the sport.

Arena Quests can be found in Alpha testing now with “limited slots available for select partners.”

According to an inner survey of roughly 1,000 Discord customers, greater than 50% of customers who’ve seen or interacted with a Quest up to now month say that Quests enhance their expertise on Discord, with gamers proactively looking for out new Quests to finish.

“Our ad platform was only a year and a half old when I first got here; it was very early days,” Discord’s vp of gross sales Adam Bauer advised Variety. “And I think in the year and a half since, from a product standpoint, we have completely transformed what’s available to partners.”

Bauer says the Discord gross sales group took a cautious method “because we really want to be sensitive about how we use data, how we apply data, really to protect not only the platform, but our partners as well.”

“We started lightly with just a lot of application of first-party data. Taking a look at what games do people like to play? Do they like to play action games? Do they like to play shooters, or play strategy games, which is very native to Discord. Then we launched a partnership with Kantar to measure brand lift earlier this year, really to measure favorability, intent and traditional brand lift metrics, and now we’re starting to move into deeper levels of measurement and attribution through integrations with MMPs, taking a look at third-party data partnership and things like that. A lot of what traditional studio advertisers are looking for is either in our immediate roadmap or in early 2026.”

On Thursday, Discord introduced its partnering with Gamesight to offer server-to-server occasions API integration, and with AppsFlyer as its first cell measurement platform (MMP) to offer advertisers with “trusted, privacy-safe” marketing campaign measurement.

Per Discord, “Early results of the partnership demonstrate how the AppsFlyer integration can supercharge campaigns on Discord. Second Dinner recently ran two Video Quests on Mobile featuring fan favorites Venom, Thor, and Spider-Man facing off in a superhero battle. The second campaign leveraged AppsFlyer and Discord’s player-based mobile targeting and server-to-server MMP, driving a 30% performance lift over the first Quest.”