Nearly four months after joining Reactional Music’s $2 million Pre-Series A funding round, Singapore-based Amanotes has partnered with the music-for-gaming company to offer realtime music personalization and introduce in-game music purchase options for gamers.
Amanotes, whose games attract over 100 million monthly active users, boasts over three billion game downloads. One of their popular titles, Magic Tiles 3, attracts over 40 million gamers each month alone.
The partnership sets the stage for Amanotes and its partner studios to integrate music as an in-game purchase via Reactional’s rule-based music engine and delivery platform.
Reactional Music‘s Engine, launched in 2021, tracks all music use across its platform while providing detailed data analytics and insights into music consumption by gamers. Currently integrated with game engines Unity and Unreal and compatible with audio middlewares like FMOD and Wwise, Reactional Music’s platform will be ready for commercial use this year.
“There has been so much discussion about music and games. In-game concerts and ‘activations’ have been wonderful but not truly interactive. The Reactional engine and platform actually deliver the ability for games and music to now work together commercially and creatively. For everyone.”
Bill Vo, Amanotes
With Reactional’s technology, gamers can now personalize their gaming experience by choosing their favorite music tracks, artists, playlists, or even whole albums in realtime — similar to the customization options of ‘skins’ and other in-game purchases.
Additionally, Reactional’s platform facilitates music creation and prototyping for game developers.
“This is a big moment for all gamers, technically, creatively and commercially. At Amanotes our history and our values have been driven by music. Our mission of ‘everyone can music,’ deeply resonates with the passionate team at Reactional, as we are both fueled by a strong love for music,” said Amanotes CEO Bill Vo.
“There has been so much discussion about music and games. In-game concerts and ‘activations’ have been wonderful but not truly interactive. The Reactional engine and platform actually deliver the ability for games and music to now work together commercially and creatively. For everyone.
“For Amanotes and our partner studios, music personalization is the new frontier in game personalization,” Vo added.
David Knox, President of Reactional Music, underscored the significance of the partnership in enabling game developers to enhance their offerings for players.
“There is no gamer that does not have a relationship with music, so bringing Reactional to Amanotes’ 100 million plus gamers across the world is a fantastic moment.”
David Knox, reactional music
“There is no gamer that does not have a relationship with music, so bringing Reactional to Amanotes’ 100 million plus gamers across the world is a fantastic moment,” Knox said.
“Reactional’s platform enables games developers to do more for their gamers, to work with music efficiently and in new ways and to create new forms of personalization. It enables music artists to become part of games in more deeply related and meaningful ways. Most importantly, the really exciting opportunity is putting personalization into the hands of the world’s three billion gamers,” continued Knox.
He added: “Amanotes should be applauded for its creative vision as it now opens the doors for other games companies, other genres, developers, creators, artists and rights holders to work together on new ideas.”
The partnership comes as the games market is predicted to surpass $200 billion in revenue in 2023, with in-game purchases accounting for a significant 74% of all gaming revenue, or about $129 billion, in 2021, the companies said, citing data from Newzoo.
Despite this, in-game music revenues have remained small, comprising less than 0.0001% of the total market, they said.
However, the number of global gamers is expected to cross three billion in 2023, according to Deloitte, providing opportunity for music in gaming.
The partnership with Amanotes marks Reactional’s latest alliance after recently forming multiple music rights agreements with commercial and production music rights holders including Hipgnosis Song Management, and with production music firm APM Music, jointly owned by Sony Music Publishing and Universal Music Publishing Group.
Last year, Reactional struck a partnership with Tuned Global, a B2B music streaming technology firm, to serve as the music backend provider for the Reactional Music Box. This platform is Reactional’s global music delivery system catering to games development and consumer markets.
Music Business Worldwide