Advertising on gaming platforms has always walked a fine line.
On one side: players, who hate interruptions.
On the other: brands, who want attention.
Somewhere in the middle? Discord’s new Orbs program — which just might have cracked the code.
This month, Discord officially rolled out Orbs, a virtual rewards system that lets users earn perks by completing branded experiences called Quests.
Instead of simply running banner ads or product plugs, brands can now become part of the “mission.” Users opt into Quests, engage with a brand in a way that feels like gameplay, and collect Orbs — which can be redeemed for exclusive items like:
And here’s the kicker: no cash required.
During its seven-week pilot, millions of Orbs were earned and redeemed.
Discord saw:
Let that sink in.
On a platform where advertising is often seen as a nuisance, Discord managed to make ads feel rewarding.
Peter Sellis, SVP of Product at Discord, put it bluntly:
“We’re helping brands drive discovery and engagement in a way that feels natural to how people already use Discord.”
1. It Aligns With Gamer Psychology
Gamers are already wired to complete missions and earn rewards. Discord didn’t invent a new behavior — it just attached it to brand experiences.
2. It’s Opt-In
Nobody is forced to participate, which keeps the user-first ethos intact.
3. It Feels Authentic
Instead of interrupting gameplay, brands become “part of the mission,” seamlessly woven into the experience.
With over 90% of Gen Z and Gen Alpha identifying as gamers, the gaming space is a massive — and growing — opportunity for brands.
U.S. in-game ad revenue is projected to surpass $11 billion by 2028, and platforms like Twitch and Fortnite are also experimenting with more integrated brand experiences.
Discord’s move shows how powerful it can be to respect the audience and meet them where they are — rather than shouting over them.
If your advertising still feels like an interruption, you’re already losing.
Discord’s Orbs program proves:
People will engage with your brand if you make it rewarding
Opt-in experiences are more powerful than forced exposure
Ads that fit the culture outperform ads that ignore it
At Digital Marketing Alive, we help brands stop interrupting and start connecting.
We craft campaigns that feel authentic to your audience and aligned with their culture — whether that’s gaming, sports, or anywhere else they hang out.
We even offer a complimentary 90-day roadmap session to audit your approach and show you where to improve.
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