We’ve written about Stockholm-based Reactional Music a lot before, including a series of partnerships with industry rightsholders, and a $2m fundraising round. Their premise is a tantalising one: a platform that helps game developers not only add music to their games in a rights-compliant way, but to also make the game ‘react’ to that music in real-time.
The company has now been awarded a €2.5 million grant from the European Innovation Council (EIC). The EIC has also allocated up to €6.5 million in future equity to match incoming capital – bringing the total potential EIC-backed funding to up to €9 million. The funding is to support Reactional’s transition to large-scale commercial deployment. The company says that it wants to “establish music as a new monetisation layer in the global gaming economy.”
Tomas Jenneborg, CEO of Reactional Music: “Music defines personal identity like nothing else, yet it has remained largely disconnected from game monetisation. 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, personalisation and interactive content.”
