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HeadCount taps Discord’s gaming communities to mobilize young voters | exclusive

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HeadCount taps Discord’s gaming communities to mobilize young voters | exclusive

A nonprofit organization is tapping into Discord communities to drive voter registrations in the lead-up to Election Day 2026.

As the U.S. midterm elections on November 3 approached, the nonpartisan voter registration organization HeadCount partnered with Super League and Virtual Vote to run an audience campaign on Discord, with the goal of helping young adults in the United States check their registration status and make a plan to vote, in addition to measuring whether rewarded media in gaming communities can meaningfully impact users’ civic knowledge and participation.

HeadCount’s 2026 campaign to reach young voters through gaming is the organization’s second partnership with Super League and Virtual Vote, following a Roblox-based voter registration drive that resulted in nearly 4,000 voter registrations or status checks in 2024. This year, the organization pivoted to Discord to operate a voter drive that ran between September 28 and October 11. 

“Discord is where the conversation continues before, during and after the game. Its 90 million daily active users gather around shared interests — including Roblox, Genshin Impact and Rocket League,” said Virtual Vote founder Justin Hochberg in a written interview with GamesBeat. “That community connection is what makes it compelling.”

During this year’s campaign, users across 15 communities, including Discord servers focused on Roblox, Genshin Impact, and Rocket League, were prompted to watch a short HeadCount video, earn an in-app reward, and enter a sweepstakes to win a trip to a 2027 GalaxyCon event. Some servers also promoted voter registration through a persistent Discord Event, which sat in the upper-left corner of participating Discord servers throughout the campaign.


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