Discord Announces First Mobile Ad Format, Broadening Advertising Opportunities (opens in new tab)

Discord is set to expand its rewarded advertising ecosystem to mobile devices with the pilot launch of Video Quests on Mobile in June 2025. This strategic evolution aims to connect advertisers with Discord’s 200 million monthly active users across platforms, leveraging a full-screen, opt-in format designed specifically for brand awareness. By transitioning these advertising tools to mobile, Discord provides a performance-driven channel for partners to engage a highly active community through high-quality video content and incentivized rewards.

Mobile Integration and the 2025 Pilot

• The initial pilot program for Video Quests on Mobile is scheduled to begin in June 2025.
• The format utilizes a full-screen, premium user interface tailored for mobile consumption while maintaining Discord’s commitment to opt-in, non-intrusive advertising.
• This expansion marks Discord’s first mobile-specific ad offering, targeting a cross-platform audience that spans PC, mobile, and native console integrations.

Evolution of the Quests Framework

• Discord currently offers two primary rewarded formats: Video Quests for awareness (trailers and announcements) and Play Quests for engagement (requiring users to play or stream a game).
• The platform has shifted from a gaming-exclusive focus to a broader Media and Entertainment strategy, catering to diverse brand partners including streaming services and movie studios.
• Play Quests generate authentic connections by rewarding players with exclusive in-game items for meeting specific gameplay or streaming milestones.

Proven Campaign Performance and Metrics

• miHoYo (Genshin Impact): Utilizing high-value in-game rewards through Play Quests, the developer saw an 80% increase in playtime during the campaign week.
• Max (Dune: Prophecy): The first-ever Video Quest featured a long-form trailer (2:38) that achieved a significantly high completion rate of 85%.
• Nexon Games (The First Descendant): A Video Quest campaign generated over 1 million completions, with 10% of that engagement occurring organically through peer-to-peer sharing.

Strategic Outlook for Advertisers

Brands and developers looking to capitalize on this expansion should consider participating in the June pilot to secure early access to the mobile player community. This format is particularly recommended for titles launching new updates, downloadable content (DLC), or major media premieres where high-impact video awareness is a primary objective.