Traditionally, we think of social media channels like Twitter and Facebook as the platforms of choice for community management. Among actual gamers, however, Discord is rapidly on the rise, with a server recently achieving a record high of one million members.

Discord is so popular, in fact, that in January, Sony announced its roll-out of the ability to link a PlayStation network account directly to the platform. Naturally, this rise in popularity makes it very attractive to marketers interested in the lucrative video game segment. The potential to reach an audience that is traditionally very advertising-resistant cannot be ignored. The Discord Community Manager is becoming a vital role for publishers who are serious about cultivating strong social media communities among gamers.

What is Discord, and why is it such a compelling platform for gamers? Is it wise to invest resources into Discord player support and community management?

Why use Discord for your game community?

Unlike Facebook and Twitter, Discord was designed and built for conversation. From the start, Discord was a way for users to talk, listen and interact with each other, and to communicate through voice chat and video, not just text. It’s a space for like-minded people to come together, communities to grow and content creators to directly communicate with their audience.

The platform makes it simple to broadcast play sessions to fans, and can even accept donations from appreciative viewers. Gamers can also get direct connection to their favorite streamers, allowing for real-time engagement.

Discord prioritizes curation, with links to content easily available with its customizable UI. Content is also easily searchable and is simple to encourage creative, fun UGC creation and sharing.

Discord customization

Like any social media platform, Discord requires some work under the hood to properly customize a server for a game or IP. The first step is always to determine the visual presentation that properly communicates your brand, and Discord offers a range of tools to accomplish that. Some of this customization potentially needs coding on the back end, but nothing onerous.

Setting a server up for your burgeoning community is a fairly simple task. A clear, organized, and intuitive server structure is key. Custom emojis, banners, and community management tools can help establish the proper tone and rules of conduct for your audience. But the real work lies in offering valuable content to your audience and a safe space in which users can engage with each other.

Fortunately, Discord offers plug-ins and bots that ease the pressure of efficient moderation. The key to fostering a healthy community is to keep the community space a positive environment in which open communication leads to content sharing among members. The more processes that can be automated means that developers and moderators can employ a lighter touch, saving time and effort that can be put toward other things.

Some back-end work is necessary to unlock the valuable tools that assist in the smooth functioning of a strong Discord server. But the work is worth the benefits: quick content search, robust bug reporting, better management of multiple languages and regions, constructive game feedback for LiveOps… these can help your Discord server distinguish itself from others. Keep in mind, however, that the best servers are those that cater to their communities with relevant, engaging content.

Our approach

The approach we take Discord community management, similar to other platforms, is to be a bridge between the players, the game and the team. We believe in listening and talking to players, enabling two-way conversations and encouraging creative, engaged, positive communities. We’re also a global team and adopt our knowledge and experiences to different audiences and communities wherever they are in the world.

“We like Discord’s flexibility, which lets us control how we customize and build out channels,” says our recently-appointed Global Head of Player Communities, Nee Nguyen. “Because our team are gamers, they’re a part of many gaming communities themselves. They know what players find valuable. Discord is an increasingly important platform, and we believe it will play a vital role in nurturing great communities.”

Like any endeavor worth the effort, Discord does require some work and management to maximize its potential. It takes sensitivity and awareness to create a community that players want to participate in, and we’re dedicated to giving gamers a space to which they can keep returning.