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Wall Street Journal

Discord to Start Showing Ads for Gamers to Boost Revenue

The Chat Platform, Which Has Long Avoided Advertising, is Latest Tech Company to Lean into Paid Promotions

Social-media startup Discord plans to start showing advertisements on its free platform in the coming week after long dismissing them, becoming the latest tech company to turn to ads to try to boost revenue. The paid promotions are from videogame makers and will offer users gifts for completing in-game tasks while their friends watch on Discord.

Discord is looking to hire more than a dozen people for ad-sales positions, according to people familiar with its plans. The introduction of ads on Discord represents a pivot for the closely held company, whose chief executive, Jason Citron, has repeatedly said it would not depend on ads the way Facebook, Instagram, TikTok and others do.