Discord Introduces ‘Orbs’: A New In-App Currency to Reward Ad Engagement
Discord is diving deeper into the world of advertising with the introduction of Discord Orbs, a new in-app currency designed to incentivize users to engage with ads and promotional content. This move comes as Discord reportedly prepares for a potential IPO, seeking to demonstrate a scalable and engaging ad business.
So, what are these 'Orbs' all about? Essentially, they are virtual tokens users can earn by completing "Quests" within the Discord app. These Quests involve interacting with advertiser content, such as watching product videos or streaming specific games to friends.
Once earned, Orbs can be redeemed in the Discord Shop for a variety of digital items, including special badges, avatar decorations, profile effects, and even time-limited passes to Discord Nitro, Discord's premium subscription service. The introduction of Orbs gives users more options and control over their rewards, compared to the previous system where advertisers provided their own incentives.
"Nitro is the most well-understood, valuable thing on Discord, so we felt like if we were offering virtual rewards and they weren't redeemable for Nitro, we were not giving users what they actually want," said Peter Sellis, senior vice president of product at Discord, highlighting the importance of offering a desirable reward.
While grinding Orbs to achieve a perpetual Nitro subscription may not be feasible initially, as Discord plans to carefully manage the Orb economy, the possibility of earning Nitro credits is an attractive incentive for users who haven't yet tried the premium service.
For advertisers, Orbs offer a standardized reward system, eliminating the need to create custom incentives. "Advertisers no longer need to bring their own reward…or worry if the reward will resonate with their target audience," Discord stated in its press release.
Looking ahead, Discord envisions Orbs expanding beyond cosmetics and Nitro to potentially encompass utility within the platform's app store, which currently features free games and activities for friend groups. This could open up exciting new possibilities for user engagement and monetization within the Discord ecosystem.
The rollout of Orbs is currently limited to a small group of users, with plans for a wider release soon. Will Orbs successfully boost ad engagement and user loyalty? Only time will tell.
What are your thoughts on Discord's new Orb currency? Do you think it will incentivize you to interact with ads? Share your opinions in the comments below!