Checkpoint 3: Leveling Up Discord Quests with Orbs and Advanced Measurement (opens in new tab)
Discord is expanding Quests into a more flexible, measurable advertising platform. It is testing Discord Orbs, a virtual reward users can exchange for Nitro credits, profile cosmetics, and other Shop items, while partnering with Kantar to measure campaign effects on awareness, recall, and purchase intent. The company also plans to broaden game-focused Play Quests to support more brands and games. ## Discord Orbs as Flexible Rewards - A limited group of users can earn Orbs by completing Quests. - Orbs can be spent in Discord’s Shop without requiring a payment method. - Rewards include: - Nitro credits - Profile cosmetics - Other first-party Shop items - The system gives users more choice, including a way for non-subscribers to try Nitro. - Advertisers no longer need to provide their own rewards or predict which incentives will appeal to their audience. - Discord plans to add more Orb-based rewards and offer enhanced deals to Nitro subscribers. ## Kantar-Powered Brand Measurement - Discord is partnering with Kantar to provide brand lift studies for Quests campaigns. - Advertisers will be able to measure: - Brand awareness - Ad recall - Purchase or brand intent - The partnership is intended to show whether Quests produce meaningful changes in brand perception, not just engagement. - Kantar describes Quests as a natural fit for gaming audiences because they connect advertising with how users already play. ## Expanding Advertising Opportunities - Discord positions itself as a social space where gaming communities build relationships and engage with friends. - The company plans to expand its Play Quest format, which rewards users for playing selected games. - Future expansion will support more brands and advertisers while encouraging discovery and growth for participating games. - Discord says these efforts are still early and that additional details will follow. Discord’s strategy combines user-controlled rewards with stronger advertising analytics. By making rewards more relevant through Orbs and improving campaign measurement through Kantar, Quests could become more attractive to both users and advertisers while preserving a game-centered experience.