In a move signaling a significant shift in its advertising strategy, Discord has announced the introduction of video ads in its mobile applications starting in June. This initiative, termed “Video Quests on Mobile,” is designed to enrich the advertising landscape within the platform, offering advertisers innovative ways to engage with the user base through video content.
From Ad-Free to Ad-Enhanced: Discord’s Advertising Journey
Long celebrated for its ad-free user experience, Discord initiated its foray into the advertising realm in March 2024 with the introduction of ads across its desktop and console applications. This marked a pivotal shift for the platform, traditionally favored for its clean, uninterrupted service. The initial advertising model was designed to reward users with enhancements for PC games, leveraging user engagement with games and streams via Discord itself.
Following this, Discord introduced “Video Quests,” a concept that allowed developers to present video advertisements directly to users. These ads, featuring game trailers, announcements of new seasons, and downloadable content, are subtly integrated, appearing as prompts on the lower left of the user interface. Users have the flexibility to expand these prompts to view the content or dismiss them, maintaining a level of user control and minimizing intrusiveness.
Expanding to Mobile: A Natural Progression in Discord’s Ad Strategy
With the expansion of advertising to mobile, Discord aims to replicate the success of its desktop campaigns in a mobile context. Starting in June, mobile users will encounter Video Quest ads at the bottom of their screens, maintaining consistency with the desktop experience but optimized for mobile use.
Peter Sellis, Discord’s Senior Vice President of Product, emphasized the natural progression of this strategy. “Expanding our advertising platform to mobile is an obvious, natural evolution in our strategy,” Sellis stated. “Our mission is to create the most authentic, player-centric advertising platform in the galaxy.”
User Autonomy and Personalization in Advertising
Discord continues to prioritize user experience, offering options to opt out of personalized promotions and hide specific in-app promotions. This user-centric approach not only respects the preferences of its community but also aligns with broader trends in digital advertising that emphasize consumer control and personalized advertising experiences.
As Discord expands its advertising capabilities to mobile, it underscores a strategic alignment with evolving digital trends and user preferences. This transition reflects a broader shift in the platform’s approach from purely communication-focused to a more comprehensive entertainment and engagement platform. With these developments, Discord is set to redefine its role in the digital ecosystem, prioritizing both user engagement and commercial opportunities.
