Reactional Music Wins $2.8M EIC Grant to Scale Music Monetization in Gaming

Reactional Music, the Stockholm-based music personalization platform pioneering programmable, rights-compliant music infrastructure for games and interactive media, has secured a €2.5 million grant (approximately $2.8 million) from the European Innovation Council (EIC). The EIC has also allocated up to €6.5 million in future equity to match incoming capital.

The proceeds:

• The funding will help the company scale commercial deployment of its patented Reactional Music Engine.

• As Music Business Worldwide explains, the Engine allows users to personalize in-game music, and lets developers “build soundtracks that react to gameplay in real time, generating music note by note without altering master recordings.”

The goal:

• Reactional aims to establish music as a new monetization layer in gaming, enabling players to purchase and use licensed music in games in a similar way to buying character skins or digital items, as per MBW.

• The company’s platform automatically manages rights, royalties and licensing, ensuring music rights holders are compensated when their music is used in-game.

Music catalog:

• Reactional has licensed more than six million tracks from over 50 music companies, including Ninja Tune, Beggars Group, and Naxos.

What they said:

• Tomas Jenneborg, CEO of Reactional Music: “The next frontier in gaming and interactive social worlds is deeper personalization. Music defines personal identity like nothing else, yet it has remained largely disconnected from game monetization. With Reactional, we are opening a new category where players, developers and rights holders all benefit from music playing a central part of user acquisition, personalization and interactive content.”