Discord expands ad ambitions targeting mobile and nongaming brands

The news: Gaming and messaging app Discord is ramping up its advertising efforts, announcing plans to launch Video Quests for mobile this June. The ad format, initially focused on PC and console users, incentivizes players to watch trailers or complete in-game actions in exchange for rewards.

This marks Discord’s first mobile ad initiative, which the company says should broaden its appeal to advertisers beyond gaming.

Zooming out: The news comes as Discord joined forces with Google, OpenAI, and Roblox to form a nonprofit focused on protecting younger users from online exploitation by employing AI-driven tools.

Why it matters: Discord’s gaming audience makes it a unique advertising platform. Unlike traditional social platforms, Discord’s user base is highly engaged and gaming-centric.

• According to Pew Research, 44% of self-identified gamers use Discord, over twice the rate of those who simply play games (20%).
• Expanding to mobile increases Discord’s advertising reach. With Discord ranking behind competitors like Instagram, TikTok, and Snapchat in social media adoption. One 2024 estimate suggested that only 18% of US teens and adults used it frequently—mobile Video Quests could make the platform more attractive for advertisers. The move could also help Discord monetize non-gaming audiences by courting brands looking to reach younger demographics.

Yes, but: Brands must balance ad opportunities with safety concerns. While Discord reaches millions of under-18 users, its lack of transparency on youth demographics poses brand safety risks.

With ROOST setting new safety standards, advertisers must assess how well Discord can enforce brand-safe environments before scaling ad spend.

Our take: Discord’s advertising playbook is unconventional but promising. Rather than opting for standard programmatic ads, Discord’s reward-based approach taps into high-engagement behaviors. This keeps ads immersive rather than disruptive, which could drive higher completion rates and brand recall compared to traditional digital ads.

• The mobile push is crucial ahead of a potential IPO. Discord was valued at $15 billion in 2021, and while IPO rumors persist, a strong ad business would strengthen its public market appeal. With social media ad budgets tightening—41% of advertisers expect to cut social media spending in 2025, in part due to tariff concerns—Discord must prove that Video Quests can be a scalable, profitable format.
• Safety remains a wildcard. As Discord grows its ad business, stronger content controls will be key to winning over brands. ROOST is a start, but advertisers need clearer safeguards for young users before committing.