Reactional Music to re-write rules for music and video games

Billion Dollar markets to collide as new era with music personalisation

and virtual audio goods emerges

London, UK 19th October 2021/….Reactional Music today unveiled a new era for music personalisation in the $160 Billion worldwide video games business. The patented Reactional Music Engine allows music to be generated in game and react entirely to the gamer and the gameplay or vice versa.


Reactional Engine opens up a new commercial era for music rights holders and gaming to work together with music enabled as an in-game purchase option for gamers.


Reactional can take any library of music, integrate it into its Engine and allow games developers to set parameters, meaning all music can react to all gameplay. This allows music to become an integral part of any game.

The Reactional Engine allows music to be moved in and out of games by the gamer, as music fans personalise their gaming experience to their favourite tunes or artists. This enables a real opportunity for the music industry to commercialise its catalogues in the personalisation of gaming. This market alone will be worth in excess of $74 Billion by 2025; the number of gamers worldwide is also growing from 2.7 billion in 2020.


“We believe personalisation of music and sounds in video games will become the new normal while also delivering a new revenue stream for virtual audio goods,” said Reactional Music CEO David Knox, who spent 26 years in senior global management positions at video games giant Electronic Arts.

“Personalisation of music and sound during a game is an extraordinarily compelling opportunity for everyone in gaming and music. Our Engine ensures that for the first time music truly becomes an immersive part of the gameplay experience. By cracking the ability to make music interactive in realtime Reactional delivers significant creative and commercial opportunities for everyone in games and music.”


Reactional opens up the opportunity for collaboration between musicians, artists and composers with games developers, enabling playlists, sounds and tracks to be curated by music artists, gamers and games developers.


Curation and personalisation of music in video games will also deliver new levels of partnership across not only licensing, but A&R, promotions and marketing.


Reactional’s Music Box will enable the delivery of Reactional Tracks (full length music track), Musimotes (5-20 seconds song or sound clips) or Flares (1-3 second sound bursts and idents) into games.


Reactional’s Engine generates music note by note in realtime based on a series of musical rules and values specific to the music. The service will allow any artist or rights holder to share their music and compositions with games developers and gamers.


Reactional Music works with music rights holders, artists and games developers on curation. All music and sound on the Reactional platform is rights cleared worldwide.


Reactional Music ushers in a new way for games developers and music composers to work with game music and sounds, enabling realtime music composing and testing.

Reactional believes this will have a significant impact on the development of gaming soundtracks.


Knox’s team have backgrounds covering the worlds of both video games and music across the UK and Sweden. The Reactional Engine has been developed in Sweden by musicians and technologists led by the international composer Jesper Nordin.


Reactional’s unique technology allows games music composers to design and compose music and sound so that it is generated live in game. Games soundtracks can be truly cinematic, supporting the narrative of the gameplay in realtime and, most significantly, allowing composers to explore new frontiers in the way music and sound is used and created in games.


Reactional works with rights holders to create the Reactional Track, an interactive file or version of a piece of music. The music master is not edited, mixed or altered.


“Being part of the process of artists and rights holders delivering in major franchises such as FIFA, The Sims and Need for Speed, I understand the power of music and soundtrack as part of the gaming experience,” Knox continued.


“Our platform delivers the first truly cinematic soundtracks to video games, generating sound in realtime in response to the gameplay. At the same time, the technology affords us the opportunity to bring all kinds of different music, sound and sound effects to games, providing choice and personalisation.

“For the gamer it is a quantum leap in choice; for the developer it presents the opportunity to re-fresh, personalise, re-invent and bring some amazing commercial and creative tie ups to their games, with major artists working closely with developers on their favourite games franchises.”


Reactional Music has been working with games development teams on pilot projects for the last 12 months. It has already secured a number of music catalogues from artists and music rights holders and is actively talking with music rights holders, artists, composers and games developers.


Reactional Music tracks all music use across its platform, enabling 100 percent accurate reporting to all rights holders and stakeholders.


Reactional Music platform will be live in Q2 2022.

Ends.