How Discord Quests Fueled Second Dinner with In-App Ads Measurement Powered by AppsFlyer

TL;DR

• Discord launched Quests as its first-ever in-app advertising format, powered exclusively by AppsFlyer measurement and attribution.
• Quests’ reward-based format is inherently community-driven, fitting naturally into Discord’s gamified environment where users are primed for shared, reward-first interactions.
• Second Dinner leveraged Quests for Marvel Snap, generating 15M+ impressions, $7 CPI, and a 99% reward redemption rate — achieving a 30% lift in outcomes between campaigns thanks to AppsFlyer insights.
• Together, AppsFlyer and Discord are setting a new standard for in-app advertising: value-driven, community-first, and backed by transparent, actionable measurement.
  

When Discord began exploring its ambitions in in-app advertising (IAA), it was clear that any solution had to feel different from traditional ads. Discord is already home to the world’s most engaged gaming communities, where millions of people come together daily to play, share, and connect. For advertising to work there, it had to respect the community, feel native to the experience, and create genuine value for players. That’s why Discord chose AppsFlyer as its first MMP partner to power the launch of Video Quests on mobile, the platform’s first-ever in-app advertising format.

Discord’s advertising platform features its signature premium rewarded Quests format. Video Quests on Mobile unlock cross platform capability on Discord, and ensure advertisers can engage their audiences wherever they play. By integrating with AppsFlyer’s server-to-server measurement and attribution, Discord is enabling developers to go beyond surface-level engagement, unlocking granular performance insights such as Cost Per Install (CPI) and Return on Ad Spend (ROAS). For mobile marketers, this is a breakthrough: authentic, community-driven discovery combined with the measurement rigor required to scale. 

Second dinner doubles down with Marvel Snap

For Second Dinner, the studio behind Marvel Snap, Discord’s Quests offered a way to extend momentum. Since its launch in 2022, the game has attracted over 22 million downloads and generated more than $200 million in revenue. With new characters and features rolling out in 2024, the studio saw Discord as the ideal environment to engage both new and returning players.

Second Dinner launched two Mobile Video Quests on Discord, featuring fan-favorite heroes like Thor, Venom, and Spider-Man in epic in-game battles. The creative was designed with players in mind, rather than just another ad. The results were striking: more than 15 million impressions, and a nearly unheard-of 99% reward redemption rate. Between the first and second Quest, Discord leveraged AppsFlyer’s mobile measurement integration to refine targeting and optimize performance, creating a 30% reduction in cost per install.

From impressions to impact

Second Dinner’s results underscore the efficacy of in-app ads, when they feel native to the experience, a signal that many are following.  In a world where players are quick to tune out or block traditional ads, marketers need new ways to connect authentically without undermining user trust. 

Discord’s move into in-app advertising, powered by AppsFlyer’s transparent measurement sets a new standard. Performance marketing can go beyond interruptive impressions to create engaging, value-driven experiences that benefit players, developers, communities, and more.

Central to this shift is Discord’s reward-based Quest format. Players complete specific actions in exchange for in-app rewards, making the ad experience inherently participatory and motivating. This dynamic aligns with Discord’s community-driven audience – already primed for gamified, reward-based interactions. When paired with AppsFlyer’s real-time attribution and analytics, it gives marketers the insights to optimize in the moment and prove ROI.

“With partners like AppsFlyer, we’re elevating the sophistication of our measurement capabilities, giving advertisers on Discord the confidence to measure performance with trusted, privacy-safe solutions,” said Adam Bauer, VP of Sales and Ads Solutions at Discord of the partnership. “As our first mobile measurement partner, AppsFlyer has already shown its ability to drive stronger results for Quest campaigns, and we’re excited to unlock even greater impact for advertisers.”

Together, Discord and AppsFlyer are demonstrating what’s possible when advertising aligns with customer behavior. Quests aren’t just ads, they’re invitations. Invitations to discover new worlds, engage with beloved characters, and share experiences with friends. AppsFlyer’s measurement and attribution is enabling developers to finally see the real business impact of those moments.

For years, performance marketing has been about chasing impressions and installs. Discord Quests is proving the efficacy of shifting towards ads that feel like part of the end-user’s experience, and the data proves players are responding. With AppsFlyer’s attribution and analytics powering Discord’s Quests, developers like Second Dinner are already achieving outcomes that go beyond expectations.