Discord spent years saying it would never run ads. Now it sits on 90 million daily users who mostly play games with friends, and Chief Business Officer Jules Shumaker, who previously built ad businesses at EA, Zynga and Unity, is turning that audience into a growth channel for game makers.She walks through why players linked through the Social SDK retain 31% better by D28, why Nitro subscribers opt into ads more than non-payers, and how Discord brings lapsed players back for under $2 each. Plus the social commerce launch where 41% of Marvel Rivals purchases were gifts, the push into mobile, and the self-serve ad manager coming next.Chapters: