Video Quests, a mobile-centric ad product, is part of a new Ads Manager suite of tools for creating and managing campaigns within the app.
Courtesy of Discord
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Dive Brief:
- Discord, a gaming-focused chat platform, launched Video Quests, a mobile-first rewarded video ad product,according to a press release.
- Video Quest is part of a new Discord Ads Manager, a platform intended to make advertising on the app easier. It is currently available for select advertisers, with self-serve access planned for 2027. Ads Manager gives advertisers the ability to create campaigns, adjust budgets and monitor performance via first and third-party metrics.
- Discord, while most commonly associated with PC use, has beensteadily building out its mobile capabilities. Ads Manager is part of an ongoing effort by the company to engage with advertisers and leverage its audience of 90 million daily active users.
Dive Insight:
Video Quests is based on Quests, a rewarded ad format intended to increase ad-viewing time. Quests have seen a 97% median ad completion rate, according to internal Discord data. The original iteration of the product, which wasintroduced last year,will now become Video Quests Reserve, a reservation-based offering which rewards users after full video completion. The new mobile-first Video Quests meanwhile will give users Orbs after approximately 15 seconds of view time.
Ads Manager operates on an auction-based system, allowing more advertisers to take advantage of the platform no matter their budget. The new tools are part of an ongoing effort by Discord to build out its advertising capabilities, including by releasing new ad formats and improving measurement capabilities.
“Discord Ads Manager puts more control directly in advertisers’ hands, while Video Quests give performance marketers a format that turns attention into action through an experience that feels native to Discord. Together, they make it easier for advertisers to reach highly engaged players and build campaigns that run at scale,” said Nabib El-Rahman, vice president of product, business at Discord, in press materials.
Two-thirds of Americans play video games, butadvertising spending hasn’t caught upto the size of the channel. However, advertisers have been increasingly interested in the pastime, largely due to video games’ highly engaging nature. While not a game itself, Discord plays a key role in the social aspect of gaming, allowing users to communicate while playing.
Brands have already leveraged Discord in gaming-centric advertising initiatives. In 2025, Walmartlaunched its own Minecraft Java server, known as Skyward, ahead of the release of “A Minecraft Movie.” Exclusive merchandise was available for purchase on Skyward’s Discord server.
