According to a recent LinkedIn post from Discord, the company collaborated with NetEase Games on a Play Quest campaign tied to the PC open‑world RPG “Where Winds Meet.” The initiative reportedly made Discord the top channel for new PC installs during launch week, at a cost of $0.46 per install.
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The company’s LinkedIn post highlights a simple mechanic of rewarding players with Discord Orbs for actual gameplay, targeting PC RPG users already interested in the title. The post suggests that performance was strong enough for NetEase to scale ad spend by 11x over more than seven campaign flights, indicating advertiser confidence in Discord as a user‑acquisition channel.
For investors, this campaign points to Discord’s growing potential as a performance marketing platform in addition to its core communications role. If such results prove repeatable with other publishers, Discord could strengthen its monetization prospects in gaming advertising and expand its strategic relevance versus competing distribution and engagement channels.
The use of gameplay‑based rewards and a low reported cost per install may also signal a differentiated value proposition relative to traditional ad networks. Sustained success with similar campaigns could enhance Discord’s bargaining power with game studios and advertisers, supporting higher ad budgets and potentially diversifying revenue beyond subscriptions and in‑app purchases.