Dive Brief: 

• Discord, the gaming-focused communications platform, announced the global launch of Orbs, a type of virtual reward that players can earn by completing opt-in advertising experiences called Quests, according to a press release. 
• Orbs offers users access to the Discord Shop and Discord Nitro, the platform’s subscription service, without a monetary commitment. During a seven-week pilot, millions of Orbs were earned and redeemed, per release details. 
• The launch of Orbs follows other efforts by Discord to scale its advertising business with a user-first approach and comes as the gaming landscape continues to attract attention from both consumers and marketers. 

Dive Insight:

As marketers seek ways to engage gamers, Discord is positioning Orbs as a solution. The product invites consumers to engage with brands through actions that fit authentically within their gaming experience and is designed to make campaign launch easier, eliminating the need by advertisers to create their own in-game reward or wonder if what they create will resonate with core audiences. 

"By rewarding players with something they value, Discord is giving brands the ability to create an advertising experience that feels like gameplay," said Peter Sellis, senior vice president of product at Discord, in a release. "With the launch of Orbs, we're helping brands drive discovery and engagement in a way that feels natural to how people already use Discord.”

During its recent beta run, users earned and redeemed millions of Orbs, driving a 16-times increase in first-time Shop purchasers, with 79% first-time Shop buyers. Users can redeem Orbs in the Shop for exclusive items including Nitro credits, a limited-time access version of Discord’s subscription offering, a unique profile badge and a matching profile effect and avatar decoration.

The Orbs rewards program is also something users have said does not interfere with the overall experience. According to Discord’s internal research, 82% of its users expressed interest in earning virtual currency, with 46% stating that having such currency would enhance their experience. Similarly, more than 50% of users who have seen or interacted with a Quest say it has improved their experience. 

Quests are designed to make brands feel like they are “part of the mission” rather than an interruption, according to release details. Quests are part of Discord’s efforts to scale its advertising business, which launched one year ago, with a user-first approach.

With more than 80% U.S. internet users and over 90% of Gen Z and Gen Alpha identifying as gamers, the gaming space represents a major opportunity for advertisers. U.S. in-game paid ad revenue is expected to top $11 billion by 2028, according to eMarketer. Accordingly, platforms like Twitch and Fortnite have been creating more opportunities for marketers to engage consumers, brands and creators. As the space continues to attract more dollars and attention, the IAB recently released a new Gaming Measurement Framework designed to bring clarity and consistency to media campaigns in gaming environments.