Share

cover art for How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach

Future Proof

How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach

•

Gaming has evolved into a cultural powerhouse and a vital marketing platform, reshaping how brands connect with audiences worldwide. In this episode of Future Proof, host Rachelle Minnis welcomes Adam Bauer, VP of Sales at Discord, to unpack the real-world strategies and lessons behind successful community-driven marketing.

Discover how Discord transformed from a gamer-centric chat app into a dynamic space for brand engagement, and learn what sets advertising on Discord apart from traditional social platforms. With gaming now mainstream and communities more engaged than ever, this conversation reveals how brands can successfully activate community-driven marketing—and why the future of advertising might just be on your favorite gaming platform.

Listen for an awesome conversation that will leave you inspired and may help you rethink your next campaign—and maybe even pick up a controller.

More episodes

View all episodes

  • Could Context Replace Identity in Marketing?

    21:20|
    In this Cannes special episode of the Future Proof podcast, Duncan Southgate sits down with Mike Villalobos of Seedtag to explore how context drives media effectiveness. Together, they discuss the move from cookie-based targeting to contextual understanding, why interest, intent and emotion are becoming critical marketing signals, and how advances in AI could help brands better understand culture, content and consumer behaviour without relying on personal data.  

  • How Does Streaming Video Drive Cultural Strategy for Brands?

    16:06|
    In this Cannes special episode, Jane Ostler sits down with John Campbell, SVP, Entertainment and Streaming Solutions for Disney Advertising, to explore how video is driving culture, not just consumption. From the success of Rivals and its brand integrations with Waitrose and Volkswagen, to immersive fan experiences around shows like The Bear, they unpack how streaming is creating new opportunities for brands to go beyond advertising and become part of the moment.This episode looks at how nostalgia, fandom and real-world activations are reshaping partnerships, and why brands are starting to hand over more control to truly connect with audiences.

  • Crossing the Rubicon: Can AI Make Brands Stronger Without Killing Creativity?

    21:49|
    Marketing is crossing a new frontier, where data, AI and automation are transforming how brands grow.In this special Cannes Lions episode, Jane Ostler sits down with Mars Chief Brand Officer Rankin Carroll to discuss how brands can navigate this shift, from redefining agency partnerships to building new measurement models across paid, earned and shared channels. Together they explore how technology can enhance brand building, but originality, creativity and human insight remain irreplaceable. 

  • What is the Evolving Role of Video and Trusted Creator Voices?

    11:41|
    As brands compete for attention, creators are building something more powerful: trusted communities. In this Cannes Lions special, Jane Ostler is joined by Anne Marie Nelson-Bogle from Google to explain why YouTube creators are reshaping how brands connect with audiences. From the role of trust in driving purchase decisions to the impact of pairing creator and brand content, this episode explores how video and creators are redefining the marketing funnel.

  • Kantar BrandZ 2026: A conversation with Asmita Dubey, Chief Digital and Marketing Officer, L'Oréal

    31:10|
    As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz

  • Kantar BrandZ 2026: A conversation with Brett Hannath, Chief Marketing Officer, Intel

    34:40|
    As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz

  • Kantar BrandZ 2026: A conversation with Don McGuire, EVP and Chief Marketing Officer, Qualcomm Incorporated

    35:34|
    As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz

  • Kantar BrandZ 2026: A conversation with Drew Panayiotou, Chief Marketing Officer, Keurig Dr Pepper

    26:17|
    As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz

  • Kantar BrandZ 2026: A conversation with Jonathan Adashek, SVP, Marketing and Communications, IBM

    24:51|
    As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz