Disharmonious Announce its first year Task 70 campaigns were launched through advertising partners and millions of rewards to engage gamers.
Speaking at the professional IAB PlayFront event, Peter Sellis, senior vice president of products at Discord, said that in the first year of the mission, Discord found a way to make game discovery and interact better.
Disharmony is created to keep friends around the game. This is a digital living room where players around the world can chat and party before, during and after the game. Its goal is to make Discord the best place to play with friends. The company reportedly plans to conduct its initial public offering after rejecting a $12 billion acquisition offer from Microsoft a few years ago.
The company expanded beyond the game in the pandemic, but recently re-tuned the game, with 93% of its viewers playing the game. Over the years, Discord learned that people who really like Discord are the ones who play and connect around the game. In fact, our highly involved community of monthly active users spends 1.5 billion hours a month, and plays over 8,000 games on just PC, said Seris.
We also learned that while the entire game discovery is challenging, Discord is a highlight: Long tails of playing games account for a larger proportion of game time than Discord users in the industry. Discord is a thriving environment for developers to connect with viewers eager to experience new games.
That’s why last year we embarked on a journey to help connect players in games they don’t like to play, while also asking yourself what you can do to help developers and brands really attract players. The answer is Task: Innovative reward advertising formats designed for our community.
Sellis said at the IAB Playfronts event that gamers are a tough crowd given their insistence on authenticity. He said that on a long journey, Discord was able to establish itself as a brand of gaming. It originated from family activities focused on young men, and exploded with the rise of the Internet and multiplayer game.
“Disharmony is really the center of the digital living room, it’s a next space. There are 200 million people using our services, especially for Gen Z. That’s how they gather. That’s how they’re going to belong.”
He said authenticity was difficult.
“These people can find AI from a million miles away, and if they think it’s lame, they won’t hesitate to let you have it. Trust me, I work at Discord.” “Of course 93% of our 200 million users are playing games.” They play for 1.5 billion hours a month. You can do math. Many per person. I think the most important thing is that every week, about half of them are actually talking to their friends, live streaming with Discord. ”
Quests is reimagining ads for players
With the mission, Discord builds ads, and everyone wins: players are rewarded for their interactions with content and games, and advertisers really engage their audience. The company intends to develop a mission with a focus on adding value to our advertisers and users. Players will come back more when they get a reward. In fact, users who accept the target task are three times more likely to accept another task.
And, not only the users feel it is beneficial. More than half of Discord’s partners have returned to their second campaign, demonstrating the win-win nature of users and advertisers.
Over the past year, Discord has provided successful campaigns for some of the most well-known gaming and entertainment franchises and new things on site, including new things from Diablo, Street Fighters, Max’s Dune: Prophecy, Prophecy, of Warcraft, Genshin Impact, and others.
- Mihoyo Utilizing missions to inspire a major game update for listeners that introduces new characters, worlds, and storyline events Genshin Influence. They launched a playback mission with high-value game rewards. The sport attracted millions of participants and increased game time by 80% within the week of the mission running.
- Maximum Aiming to build awareness of excitement and drive its highly anticipated TV series Dunes: Prophecyattracts viewers and causes buzz before the premiere. Max teamed up with Discord to launch its first ever video mission, which includes a 2-minute 38-second trailer, earning an 85% completion rate from those who interacted with the request.
How about discord
Before the mission, Discord had a lot of discussions with developers and brands who were working to connect reliably, authentically with players and strive for the same, technically savvy, hard to reach audience attention through traditional advertising.
Players often reject traditional ads and may speak out to brands that don’t feel real – sometimes making it challenging for marketers to reach a game audience. With these obstacles, marketers can’t always rely on traditional scripts. Winning means using an alternative platform and focusing on leveraging existing behaviors rather than interrupting gameplay or forcing attention.
Now, with missions, advertisers can attract players in the digital living room they are hanging out with. These close friend groups are perfect for real interaction, which is a seven-time increase in gameplay when the user plays the game with at least one friend.
Today, missions have two powerful varieties that serve brands in gaming, media and entertainment:
- Video Task: This format focuses on driving awareness and is perfect for trailers, new season announcements, downloadable content (DLC) Didi and other video content.
- Play tasks: These missions are designed to drive gameplay, requiring users to play or stream games to unlock rewards, creating a real connection between players and their favorite games.
Discord will continue to launch new features, such as the recently announced extension Mobile video tasksto help advertisers expand their campaigns, open up new advertising opportunities, and more.
“Games are almost everywhere among the younger generation, with 90 to 95 percent of Gen Z and Alpha identifying it as gamers. But it’s not just young people. Everyone is a gamer,” Zoe, vice president of IAB Experience Center, said in a speech at IAB Playfronts. “The average age of gamers is 37. I think we’re actually calling this a millennial, which is frustrating. Calling what we want. We make up most of the household spenders in the United States.”
It was quick to add: “Games are a great way to attract audiences on a large scale. The preview of theft automatic VI received an incredible 93 million views in just 24 hours after its release. It’s hard to conceptualize this number.
More details about IAB Playfronts
Adam Bauer, Discord vice president of sales, said in a speech at IAB that 80% of viewers are 13 to 34 years old, meaning it is a digitally local Z Gen Gen Gen Gen Genuter made up of hardcore gamers.
To solve these gamers, Discord proposed a mission. It balances the concept of letting gamers invest time in something and then get rewards. This is a rewarded ad format.
“We really want to do something in gamified ads, which gives our audience somewhere where there is something that is fighting them, and then obviously gives us rewards to invest time with us,” Ball said. “We really want to create a product that is truly victorious for our users, as a platform and as a partner’s product.”
He pointed out that “authenticity is crucial” and authentic communication is necessary. Critics always speak out.
“Nothing is more powerful than the impact of peers,” said Adam. “90% of our servers are our friend space, a private, close friend group, and we do have the ability to open up this generation of marketers for marketers.”
HBO runs a video exploration ad, and dune fans must see the unveiling of dune prophecy. About 85% of the audience completed the 2.5-minute trailer and they were rewarded for it. Almost everyone who receives the reward redeems it.
Missions can work in older games, bringing people back to those who have never played in the competition in years, Ball said.
“We just start with the reward,” he said. “We have some very exciting rewards.”
Rewards can be in the form of cosmetics or cosmetic decorations, while other types appear later. Mobile video will be launched in June, which will unlock more Discord user base.
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