Sophie Blake
A new joint report from eMarketer and Discord suggests that rewarded advertising — a format that offers users perks or incentives in exchange for engagement — is evolving into one of digital marketing’s most versatile tools. Once confined to mobile gaming, rewarded ads are now gaining traction across social, streaming, and community platforms, with marketers viewing them as an effective way to reach younger, ad-averse audiences.
The report draws on a July 2025 survey of 160 U.S. marketing professionals. Nearly two-thirds (65%) of respondents said users prefer rewarded ads over traditional formats, while 46% believe the approach gives consumers greater control of their experience. This model — trading value for attention — is resonating particularly with Gen Z audiences, who often skip standard ads and seek interactive or gamified experiences.
According to eMarketer, more than 60% of marketers find rewarded ads effective across all stages of the marketing funnel, from awareness to conversion. About 41% say these ads feel less intrusive to users, and 40% believe they help build long-term brand loyalty. While 55% of marketers still see influencer marketing as more effective overall, a growing number are integrating rewarded formats into media plans.
Adoption is spreading beyond gaming. The study found that 74% of marketers view social media as a promising environment for rewarded advertising, followed by streaming platforms (56%) and messaging or community apps (45%). Discord’s own “Quests” program has helped popularize the model, allowing users to earn in-app rewards by engaging with sponsored content.
However, skepticism remains. Roughly two-thirds of marketers said they need stronger proof points, such as case studies or measurable ROI, before increasing investments. Still, most agree that rewarded advertising provides a rare alignment between consumer expectations and marketing goals — a shift that could reshape how brands approach digital engagement in 2026 and beyond.
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