Discord's New Sponsored Quests: A Less Intrusive Advertising Path?

In the ever-evolving landscape of social media, Discord has taken a significant turn. The platform, once a bastion for ad-free digital communication, has introduced Sponsored Quests, allowing video game makers to advertise to its users. This move, announced on March 7 by Peter Sellis, Discord’s SVP of product, is a departure from the company’s previous stance on advertising. However, it promises to be a less intrusive experience compared to other social platforms, as users have the choice to engage or not with these ads.

Sponsored Quests are designed to be a win-win for both gamers and game developers. They offer in-game rewards for PC gamers who encourage friends to watch their game streams through Discord. This initiative aims to increase game exposure and, by extension, serves as a unique marketing strategy. A slide from Discord’s presentation to game developers encapsulates the essence of this approach: “We’ll get you in front of players. And those players will get you into their friend groups.”

The targeting of these ads will be based on users’ age, geographic location, and gameplay, ensuring relevance to the audience. Discord has taken measures to make these ads less invasive, placing them discreetly at the bottom-left of the screen. Users also have the option to opt-out of personalized promotions, as confirmed by Swaleha Carlson, senior product communications manager at Discord.

Discord’s foray into advertising is not without its challenges. The platform has long celebrated its ad-free environment, with co-founder and CEO Jason Citron emphasizing the importance of user privacy and the alignment of incentives through product sales. The introduction of Sponsored Quests, therefore, marks a significant shift in strategy. Discord has previously tested the waters in May with partners like Lucasfilm Games and Epic Games, offering Fortnite players Star Wars-themed gear for participating in these quests.

As Discord navigates this new terrain, it’s also expanding its monetization strategies. Beyond Sponsored Quests, the company has announced plans to sell sponsored profile effects and avatar decorations in the Discord Shop. This expansion into the advertising realm comes as the company eyes a potential public offering, with a reported 200 million monthly active users and significant annualized revenue.

The introduction of ads on Discord is a delicate balance. The company must ensure that the core user experience remains unaffected, preserving the reasons why people enjoy using the platform. Long-time users like Zack Mohsen express concerns about the monetization of friendships, indicating the sensitivity of this new direction.

“SHIPtember Discord Chat” by Si-MOCs is licensed under CC BY-NC-SA 2.0

In the broader context of advertising, Discord’s approach reflects the changing nature of how companies reach consumers. Traditional advertising channels are losing their effectiveness as consumers find ways to bypass them. Digital media outlets, like Discord, are stepping in to fill this gap, offering new and innovative ways to connect with audiences.

Advertising, in its essence, aims to inform, persuade, and remind consumers about products, services, and brands. It can build credibility, repeat key messages, and create emotional connections. However, it also comes with disadvantages, such as cost and the potential to be ignored in a crowded media landscape.

As Discord embarks on this journey, it will be crucial to develop effective ads that resonate with its audience. The creative strategy will need to balance informational and emotional appeals, ensuring that the message is compelling and the delivery is in tune with the platform’s culture.

The road ahead for Discord is fraught with both opportunity and risk. The platform’s ability to maintain its user-centric ethos while embracing the world of advertising will be the ultimate test of this new venture.