discordAug 21, 2025

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.

mobile-gamingdiscordmobile-appsvirtual-currency+4

discordApr 7, 2025

Wicked Saints Turns Players into IRL Superheroes with the Help of e.l.f. Beauty and Discord (opens in new tab)

Wicked Saints Studios has launched *World Reborn*, a pioneering interactive story game designed to translate digital achievements into tangible real-world social impact. Built by a team of peacebuilders and behavioral scientists, the platform leverages positive psychology to reveal players' character strengths through narrative gameplay and "Training Mods." The launch marks a new paradigm for brand-led missions where Gen Z players can improve their personal wellbeing while contributing to global social causes. **Behavioral Technology and Skill-Building** * The game is described as "Duolingo for saving humanity," using bite-sized interactive narratives to improve player wellbeing and relationships. * The platform employs behavioral technology to identify a player's natural "character strengths," encouraging them to apply these traits to day-to-day reality. * Mastery within the game is specifically designed to bridge the gap between digital entertainment and real-life skills, such as resilience and emotional regulation. * The project emerged from Niantic’s BDI incubator, utilizing the expertise of former senior engineers from *Pokémon GO*. **Brand-Led Social Impact Missions** * The platform features "Training Mods," which are real-world quests hosted by corporate and non-profit partners to tackle specific social issues. * Exclusive launch partner e.l.f. Beauty has developed quests focused on building confidence in young girls and supporting Elite Women Athletes, featuring insights from WNBA star Aerial Powers. * Discord serves as the exclusive communications partner, hosting Training Mods centered on teen mental health, authenticity, and the use of gaming for stress reduction. * The Starlight Children’s Foundation provides a mission where players send words of encouragement to hospitalized children, using the story of a transplant survivor to foster empathy and connection. **Connecting with Gen Z Through Authenticity** * The platform targets the 13–24 demographic, noting that 87% of Gen Z play games at least once a week. * By moving beyond traditional advertising, brands can connect with Gen Z through the social spaces and authentic interactions they already prioritize. * The game leverages the social infrastructure of Discord to help players form communities around their unique strengths and gameplay experiences. **The Multi-Disciplinary Development Team** * Wicked Saints is a Black female-led studio backed by major industry players including Riot Games and Reid Hoffman. * The leadership team combines an Emmy-award winning storyteller and international peacebuilder with a behavioral science researcher. * Creative talent for the project includes veterans from major franchises and productions such as *Spider-Man: Into the Spider-Verse*, *Love Death + Robots*, and *Marvel*. For organizations looking to engage younger demographics, *World Reborn* offers a scalable model for integrating corporate social responsibility directly into the gaming experience. The app is currently available on the Apple App Store for an initial eight-week limited run.

mobile-gaminggamificationsocial-gamingbehavioral-technology+3

discordMar 6, 2025

December Staff Picks: It’s Giving Games (opens in new tab)

Discord’s December Staff Picks explores the games employees have been playing recently and the gifted titles that shaped their lives. The contributors highlight a mix of MMORPGs, JRPGs, cozy multiplayer games, card games, and narrative adventures, emphasizing how games create lasting connections with friends and family. ## Scott’s Current Games - Scott, a member of Discord’s Quests team, recently introduced his husband to **Final Fantasy XIV**, a long-running personal obsession. - He is also playing: - **Metaphor: ReFantazio**, reflecting his enthusiasm for JRPGs and Atlus games. - **Marvel Rivals**, while trying to resist spending heavily on cosmetics. ## Games That Changed Scott’s Life - Scott identifies **NieR: Automata** and **Persona 5**, gifted by his best friend in 2018, as his most meaningful gifts. - **Persona 5** rekindled his interest in JRPGs and led him to explore more Atlus titles. - **NieR: Automata** stood out for its excellent gameplay, complex lore, tragic story, and emotional impact. ## Emi’s Cozy Multiplayer Lineup - Emi has been playing relaxed, social games such as: - **Kallax** - **WEBFISHING** - **Jigsaw Puzzle Dreams** - She is also progressing through **Yakuza Kiwami**. - Many of these games serve as a backdrop for chatting with friends. - Emi has recently played **Jackbox Party Pack 3** and **Jackbox Party Pack 6** with friends and family, using voice chat to stay connected across different states. ## Pokémon Blue and Family Memories - Emi’s most memorable gifted game is **Pokémon Blue**, which she and her brothers received alongside their Game Boys. - They spent time outdoors battling and trading Pokémon with link cables. - The game became an early foundation for shared gaming experiences with her family, a tradition that continues today. ## Cody’s Current Games - Cody has shifted from **Marvel SNAP** to the daily routine of **Pokémon TCG Pocket**. - He appreciates being able to open packs quickly without committing to a full match. - When playing competitively, he relies heavily on **Marowak EX**. - He is also playing **Apollo Justice: Ace Attorney Trilogy** and working through the wider Ace Attorney series. - The games’ exaggerated characters, unexpected twists, and bizarre humor have produced reactions ranging from laughter to shock. ## Continuing Through Ace Attorney - Cody plans to play the remaining entries, including: - **The Great Ace Attorney** - **Ace Attorney Investigations: Miles Edgeworth** - He estimates that he is nearly halfway through the full series. The post presents gaming as more than entertainment: gifted games can inspire lifelong interests, while multiplayer and family games preserve relationships across time and distance.

mobile-gamingvideo-gamesmultiplayer-gamingsteam+2

discordFeb 27, 2025

November Staff Picks: When One Door Closes… (opens in new tab)

Discord’s November Staff Picks features employees sharing games they are currently playing and recommending accessible titles for newcomers. The discussion spans Metroidvanias, JRPGs, cozy games, mobile games, and multiplayer party experiences. Overall, the contributors emphasize that there is a suitable entry point for every kind of player and platform. ## Veronica’s Current Games and Recommendations - Veronica, who works on Discord’s Quests team, has been playing: - **Ender Lilies**, praising its art direction and story while pursuing all three endings. - **Hollow Knight**, revisited while waiting for news about *Silksong*. - Her recommendation for new players is **Animal Crossing: New Horizons**: - Relaxing and low-pressure. - Can be played at the player’s own pace. - Has no definitive ending, making it approachable for beginners. - Roald is her favorite villager. ## Emi’s Current Games and Recommendations - Emi is continuing through **Yakuza Kiwami**, completing substories and earning money for abilities. - She is also playing: - **Pikmin Bloom**, which combines walking with growing Pikmin. - **Pikmin 4**, inspired by seeing Pikmin in the mobile game. - **Call of Duty: Warzone**. - **Among Us**, despite occasionally forgetting the game’s task list while playing as the Impostor. - Her recommendations depend on platform and interests: - **Genshin Impact** for mobile open-world exploration. - **MARVEL SNAP** for card-game fans. - **Pokémon GO** for an interactive mobile experience. - **Snipperclips** for Nintendo Switch puzzles. - **Animal Crossing: New Horizons** for relaxation and building. - **Mario Kart 8 Deluxe** for accessible racing. - **The Jackbox Party Pack** for playing varied party games with friends using phones. ## Tyler’s JRPG Playthroughs and Beginner-Friendly Games - Tyler is still playing **Metaphor Re:Fantazio**, recommending it to JRPG and *Persona* fans. - He is replaying **Rogue Galaxy**, a PS2-era JRPG he never finished as a child. - He reflects humorously on how older games such as *The Lion King*, *Aladdin*, and *Toy Story* can be unexpectedly difficult. - For newcomers, Tyler recommends choosing games based on interests in other media: - **Ori and the Blind Forest** helped introduce his wife to gaming through its beautiful presentation and engaging gameplay. - Mobile games can also be a good starting point. - Suggested examples include **Marvel SNAP**, **Pokémon TCG Pocket**, and puzzle games such as **Monument Valley**. The article’s practical takeaway is to match a game to a player’s interests, preferred platform, and desired level of challenge. Cozy games, mobile titles, simple multiplayer experiences, and visually engaging adventures can all provide welcoming introductions to gaming.

mobile-gamingvideo-gamesmultiplayer-gamingjrpg+2