Paris Saint-Germain: Discord
Launching Discord with Paris Saint-Germain to build a first-of-its-kind fan community driving daily engagement and brand loyalty.
Paris Saint-Germain: Discord
Launching Discord with Paris Saint-Germain to build a first-of-its-kind fan community driving daily engagement and brand loyalty.
Paris Saint-Germain wanted to connect with younger fans in a more authentic, direct way. Traditional channels weren’t cutting through, so they turned to WePlay to build and manage a new digital home on Discord, a space made for Gen Z culture, not just football updates.
WePlay led the launch of PSG’s official Discord server, developing the strategy, structure, and vision for the channel. The aim was clear, to build a safe, fan-first space that allowed younger audiences to connect around their shared passion for the club, in a way that felt native to them.
Discord offered something different. Not just another social feed, but an always-on community space. With WePlay’s guidance, PSG became one of the first elite football clubs to embrace Discord as a core engagement platform, backed by a strategy focused on relevance, authenticity, and interaction.
At the heart of our strategy was a programme of regular social activations designed to resonate with Gen Z fans, a generation with broad cultural interests that span beyond football into music, fashion, gaming, and art. These fans don’t just want to watch, they want to take part.
Key initiatives included:
- #WeAreParis UGC campaign inviting fans to share their own PSG stories
- Live streams and watchalongs with PSG’s official Discord creator, FabFood
- Exclusive merch drops and giveaways to reward active fans
- Custom prediction bot integrated into the server’s gamification system
- Discord x Twitch integration, driving a 10% boost in community size
- Launch of digital NFT collectables as part of PSG’s first steps into Web3
All activations were designed to be interactive, inclusive, and highly shareable, sparking a culture of participation and creating a space that fans want to come back to every day.
With the direction of WePlay, Paris Saint-Germain’s online presence is growing, as is the expansion of their online community. A hyper-engaged space where like-minded individuals can communicate 24/7, PSG are seeing continual growth with WePlay as their channel partner.
12,000+
members since its launch in 2024
386,000+
server messages since the channel launch
89,000
server messages across the channel in May as PSG lifted the UEFA Champions League Trophy
