From Gaming to Global Community: The Explosive Growth of Discord

Background:

Discord is a communication platform designed primarily for gamers. Founded in 2015 by Jason Citron and Stanislav Vishnevskiy, it has since grown to over 150 million monthly active users worldwide.

Marketing Strategy:

Discord has largely relied on word of mouth to grow its user base. The company’s strategy is to create products that users love and pass those users on to others. However, the company is also embarking on several targeted marketing initiatives to accelerate its growth.

1. Influencer Partnerships: Discord has partnered with several prominent gaming influencers to promote its platform. For example, in 2018, Discord partnered with his popular Twitch streamer, Tyler “Ninja” Blevins, who has over 14 million followers on the platform. As part of the partnership, Ninja created his own Discord server, which he used to communicate with his fans on-stream and off-stream.
2. Advertising: Discord also uses advertising to grow its user base. The company placed ads on Reddit, YouTube, and Twitter to target gamers and potential users. These ads highlighted the platform’s capabilities and encouraged users to participate.
3. Community Engagement: Discord builds a strong community around its platform. The company has set up various channels and forums for users to connect and discuss games and other topics related to their interests. Discord also hosts events and contests to motivate users and encourage them to invite their friends to the platform.

Results:

Discord’s marketing efforts have been successful in helping the platform grow. Here are some key stats and data points that highlight the platform’s success:

1. User Growth: As of January 2023, Discord has over 154 million monthly active users worldwide. The platform has seen significant user growth over the past few years, with monthly active users increasing from 45 million in 2018 to over 140 million in 2020.
2. Revenue: Discord generates revenue through its Nitro subscription service, which gives users access to premium features such as animated emojis and custom tags. According to a report from The Information, Discord generated $130 million in revenue in 2020, up from $45 million in 2019.
3. Valuation: Discord is currently valued at over $15 billion. The company raised $500 million in a funding round in December 2020, which brought its valuation to $7 billion. However, Discord’s valuation doubled to $15 billion after talks of a potential acquisition by Microsoft.

Conclusion:

Discord’s marketing strategy has helped the platform grow to over 150 million monthly active users worldwide. With a focus on building products that users love and fostering strong communities around its platform, the company stands out in the crowded communication and social networking arena. While Discord’s marketing efforts have focused primarily on word of mouth and influencer partnerships, the company has used advertising and community engagement to fuel its growth.