Discord for Business Vol. 2: Cannes-worthy ad product updates (opens in new tab)
Discord’s latest business update positions the platform as a major advertising channel for mainstream gaming audiences. The company introduced Orbs-based rewards, Kantar Brand Lift measurement, and mobile Quests to increase engagement and demonstrate campaign impact. It also highlighted recent brand collaborations and research emphasizing more social, immersive marketing experiences. ## Cannes Lions and Discord’s Advertising Growth - Discord made its Cannes Lions debut as its advertising business continues to expand. - Panels with Xbox, Kantar, and Unilever focused on Discord’s opt-in, community-first approach. - The company argued that gaming is now mainstream, with Discord serving as a place where audiences communicate and influence one another. ## Orbs and Brand Lift Measurement - **Orbs** are a new virtual currency users can earn by completing advertising Quests. - Users can redeem Orbs for Discord rewards such as profile cosmetics and Nitro. - Built-in incentives are intended to improve engagement, completion rates, and interaction time without requiring advertisers to create their own rewards. - **Kantar Brand Lift studies** measure campaign outcomes including awareness, recall, and purchase intent. - Third-party measurement gives advertisers a more credible way to evaluate return on investment. ## Mobile Quests Beta - Quests are expanding to mobile after an alpha featuring campaigns for Marvel Snap, Tank Blitz, and Brawl Stars. - The mobile beta begins in August and targets the fast-growing mobile gaming audience. - AppsFlyer will serve as the first mobile measurement partner. - Discord invited brands to apply for the remaining early-access positions. ## Recent Campaigns and Industry Research - Netflix and Mediahub promoted *The Old Guard 2* through a custom Discord server and a Video Quest featuring Uma Thurman. - The campaign was designed around fan communities and the spaces where audiences already interact. - Dentsu’s 2025 report, *Gaming: Your Marketing Cheatcode*, featured Discord as an example of the shift toward social and immersive gaming marketing. Brands seeking gaming audiences can use Discord’s new reward system, mobile campaigns, and independent measurement tools to create more engaging campaigns while better proving their effectiveness.