Overview

MrBeast Gaming was exploding — tens of millions of monthly views, a rabid fanbase, and one of the most active Discords in the YouTube creator world. But for all the numbers, something was missing: structure. Viewers came and went. Discord spikes were hard to capitalize on. Merch drops hit-or-miss. The community was strong — but disconnected from any real system.

We were brought in to design what the team later called the “Core Loop” — a repeatable system that would turn Discord engagement into YouTube watch time, and YouTube impressions into tracked product sales.

Approach

We began by restructuring MrBeast Gaming’s existing Discord into segmented engagement zones: early-access rooms, challenge waitlists, mod-controlled preview groups, and tiered AMA participation.

Then we built a lightweight tool stack that automated link drops, synced video scheduling announcements, and allowed merch previews based on activity-level tagging inside Discord. Viewers who commented on videos or joined specific events were tagged and re-targeted with merch early access, exclusive gameplay replays, and giveaway hooks.

Average Discord-to-YouTube click-through rose 71% in the first month.

To close the loop, we linked product campaigns directly into challenge recaps. After every gaming challenge video went live, Discord viewers received exclusive BTS clips, and those who shared the video in external channels unlocked free shipping perks on shopmrbeast.com.

We tracked conversions through a custom Airtable attribution system and were able to match view behavior across both platforms for the first time in the Gaming division.

Merch conversion rate doubled among Discord-linked viewers — and accounted for 42% of tracked sales within 60 days.

What started as a side-server experiment turned into one of the highest-performing view funnels in MrBeast’s extended brand ecosystem.