Discord has shared the outcomes of its first-ever advert measurement take a look at — and types and entrepreneurs discover the numbers encouraging.
In June, AppsFlyer ran its first efficiency measurement take a look at of Quests — Discord’s in-platform, reward-based advert experiences — collaborating with the studio Second Dinner to advertise its cellular buying and selling card recreation “Marvel Snap” through two Cell Video Quests. These prompted Discord customers to both watch promotional movies or carry out in-game duties in alternate for digital prizes that included each in-game objects like playing cards and beauty decorations for customers’ Discord avatars.
The 2 Quests garnered over 15 million impressions, with 99 p.c of customers who began a Quest finishing the duty and gaining a reward, in response to numbers shared by AppsFlyer. Notably, this resulted in a 30 p.c discount in value per set up for Second Dinner.
“It’s not simply 15 million impressions; it’s 15 million eyeballs which might be all there due to their ardour for gaming, and their group surrounding the sport,” mentioned AppsFlyer international director of gaming product Adam Good. “It’s 15 million eyeballs of a selected sort, which, in case you’re promoting your recreation on that platform, is massively advantageous.”
Second Dinner svp of selling Aland Failde mentioned that the corporate was happy with the outcomes of its measurement take a look at and deliberate to proceed investing advertising {dollars} on Discord Quests, though he didn’t share a selected determine. He mentioned that the excessive completion charges indicated that customers had been “genuinely engaged, not simply chasing rewards,” regardless of the potential for some customers to spoof the Quests by stepping away whereas movies performed or in any other case not participating with the content material.
“We noticed Discord as the right place to experiment as a result of it’s the place so a lot of our gamers (and future gamers!) already spend their time,” Failde mentioned. “Video Quests turned adverts into experiences gamers needed, and the completion charges present that when advertising appears like play, all people wins.”
Discord partnered instantly with AppsFlyer to do the measurement take a look at, and the corporate plans to proceed to supply third-party measurement shifting ahead, each with AppsFlyer and different companions.
“We’re persevering with to develop our measurement ecosystem in 2025,” a Discord spokesperson instructed Digiday. “Advertisers can count on new partnerships that deepen attribution, model elevate, and optimization instruments, giving them much more confidence to scale campaigns on Discord.”
The measurement take a look at comes a yr and 6 months after Discord rolled out Quests, and is the most recent sign that it’s going all-in on measurement in 2025 because it strikes from experimental campaigns to one thing advertisers can belief at scale. Usually, advertisers don’t like platforms grading their very own homework in relation to measurement, which is why bringing in third-party measurement companions is seen as a mandatory step in any platform’s development journey.
In Might, the corporate introduced a measurement partnership with Kantar, following in July with the quiet announcement, through weblog put up, of a cellular measurement partnership with AppsFlyer. At the moment, October 2, Discord introduced an extra measurement partnership with Gamesight.
“As we proceed to scale our promoting enterprise, we’re targeted on delivering advertisers with the identical degree of sophistication and transparency they count on from extra established advert platforms whereas staying true to what makes promoting on Discord distinctive. Working with trusted companions like AppsFlyer allows us to introduce industry-standard measurement instruments that transcend fundamental reporting,” the Discord spokesperson mentioned. “Advertisers who use AppsFlyer can now monitor conversion influence and marketing campaign effectivity leveraged for all Video Quests on cellular campaigns.”
As advertisers heat as much as Quests, Discord is constant to roll out new codecs to entice extra manufacturers, together with advertisers from classes past gaming and leisure. At the moment, October 2, the corporate introduced the introduction of Enviornment Quests — which permit manufacturers to reward customers for enjoying video games inside a curated choice of themed titles — in addition to the enlargement of Video Quests onto cellular units.
“We’re persevering with to develop our measurement ecosystem in 2025,” the Discord spokesperson mentioned. “Advertisers can count on new partnerships that deepen attribution, model elevate, and optimization instruments, giving them much more confidence to scale campaigns on Discord.”
As Discord widens the choices out there to manufacturers excited by promoting through Quests, entrepreneurs resembling Brent Koning, the worldwide head of gaming at Dentsu, say they’re excited by the chance.
“What’s crystal clear is that players should not solely extremely loyal, however they need participating content material and so they need it the place they work together with different players,” Koning mentioned. “The chance for manufacturers is the extremely engaged group of players and gamers who stay the tip of the spear for fandom and genuine shopper experiences.”
