Discord ran a 120-day user acquisition campaign on NEXUS to expand its active gaming community and drive premium Nitro subscriptions. The campaign focused on gamers, content creators, and server administrators while emphasizing community-building and enhanced communication features.
With a $1.4M budget, Discord efficiently engaged its target audience and converted high-value users into paying subscribers.
Campaign Objective and Setup
The objective was to grow Discord’s active user base among gaming communities while maximizing Nitro subscription conversions by highlighting premium features that enhance communication and community management.
Audience Targeting Strategy
NEXUS targeted mobile gamers, blockchain gaming users, and play-to-earn gamers interested in PC/Console Gaming and esports. Segmentation ensured the campaign reached highly engaged users already participating in gaming communities.
Community & Premium Feature Positioning
Ad creatives emphasized Discord’s value for gaming teams, content creators, and esports organizations, highlighting seamless integration with Twitch, YouTube Gaming, and Steam. Messaging showcased Nitro benefits, including server boosts, enhanced audio quality, and custom features, reinforcing the premium subscription value.
Campaign Execution
- Gaming Community Focus: Reached active PC/Console and esports audiences, resulting in 92% weekly engagement rates
- Creator-Focused Messaging: Promoted server management, content creation, and community-building tools to drive adoption
- Premium Value Demonstration: Highlighted Nitro-exclusive features such as larger uploads and enhanced streaming to maximize subscription conversions
Campaign Results
Over 120 days, Discord achieved:
- 180,000 new active users
- $2,800,000 in Nitro subscription revenue
- 15.6% premium conversion rate
- 78.4 million impressions across gaming and community platforms
- 6.1% click-through rate
Observations
Targeting engaged gaming communities with creator-focused messaging and premium feature promotion enabled Discord to scale both active users and paid subscribers efficiently. The campaign demonstrates that gaming communication platforms can drive strong community engagement while converting high-intent users into premium subscribers through strategic audience segmentation and feature-centric campaigns.
