Music has always been seen as a universal language that breaks down barriers and brings together people from various cultures and backgrounds. Gaming is another medium with similar potential, and the relationship between the two stretches back decades to the iconic melodies of Super Mario.

As the world has progressed, so has the relationship between music and gaming. Today, they intersect in numerous innovative ways beyond just a simple theme song, yet their ability to captivate audiences through this immersive connection remains unchanged.

A standout instance of this evolving relationship are the virtual concerts held by well-renowned artists Marshmellow and Travis Scott in the popular game Fortnite. Just as halftime performances at the Super Bowl attract global attention, these virtual events drew similar viewership, with over 10 million attendees for Marshmellow’s concert and 27.7 million unique players participating in Travis Scott’s event.

This immense engagement not only showcases the evolution of music and gaming interactions but also emphasises how deeply gaming influences music consumption. On this International Music Day, let’s explore how music and gaming are creatively connecting in India, much like these international events.

One of the most creative ways music and gaming came together in India was when NODWIN Gaming, a leader in new-age youth entertainment, gaming, and esports, brought gamification to its popular music festival, NH7 Weekender. The lineup was revealed through an interactive game where users explored a virtual NH7 venue and collected coins to uncover the performing artists.

NODWIN Gaming has also frequently blended music with esports. They teamed up with popular artists Seedhe Maut and Sez On The Beat to produce an anthem called ‘NHK,’, for the Valorant Conquerors Championship (VCC), showcasing top Valorant players from South Asia. Another notable instance was when they organised the Android Carnival during the grand finale of Battlegrounds Mobile India Master Series (BGMS) Season 3, featuring a live performance by renowned musician Garv Taneja, also known as Chaar Diwaari.

Commenting on the significance of music in gaming and esports, Akshat Rathee, Co-founder and Managing Director of NODWIN Gaming stated, “Music plays a pivotal role in enhancing gaming and esports experiences. Iconic collaborations, like Linkin Park and Imagine Dragons’ anthem for League of Legends Worlds becoming the sound of gaming culture show how music can resonate deeply with players and audiences alike. Virtual concerts in games like Fortnite by renowned artists like Travis Scott and Ariana Grande also took the world by storm. Games like FIFA have also seamlessly integrated music into their gameplay, creating soundtracks that define each edition and connect with fans worldwide.”

“For gamers, music creates an immersive atmosphere, whether they’re casually playing or competing in tournaments. As a youth entertainment-focused company, NODWIN Gaming recognizes the intrinsic significance of music in gaming and is committed to creating experiences that merge the two, maximising the timeshare of mindshare for our audiences,” he added.

Music plays a crucial role for gamers by enhancing their focus, building excitement, and creating a more immersive and engaging experience. According to Deloitte’s Digital Media Trends Fall Pulse Survey, gen Z gamers have a strong relationship with music. The survey found that 42% of Gen Z gamers listen to other music while gaming, and 34% of them hear music within a game and then seek it out online to stream or purchase.

Naman Mathur, Co-founder of S8UL, India’s leading esports and gaming content organisation says, “Music has always been a huge part of almost every gamer’s journey. Whether it is getting pumped before intense matches or connecting with my community during streams, music has always helped me feel more immersed in the experience. The characteristic music track of each game is something so familiar and exciting for the gamers. Singers like Alan Walker have collaborated with us in the past, clearly highlighting the connection gamers share with music!”

When it comes to in-game music, iconic titles like Grand Theft Auto, Cricket ‘07, or FIFA have soundtracks so ingrained in popular culture that a simple note can immediately remind fans of the game. Music in games can intensify emotions, enhance storytelling, and elevate the overall experience for players.

SuperGaming, a leading Indian game developer, understands this interplay well. Their upcoming game Indus Battle Royale, which is inspired by Indian culture, weaves Indo-futuristic music into its gameplay, crafting an auditory experience that complements its futuristic yet culturally rooted aesthetic.

“Behind every unforgettable gaming moment is a carefully crafted soundtrack that intensifies that experience. For us, the Indo-futuristic soundscape we’ve created not only complements the visual and interactive elements of the game but also enhances the player experience. It creates an atmosphere that pulls players into another world, making each experience on Virlok more vivid and memorable,” commented Roby John, Co-founder and CEO of SuperGaming.

As gaming continues to grow in both reach and cultural impact, music remains at its heart. Whether through game soundtracks, collaborations or interactive experiences this powerful symphony of gaming and music will continue to mesmerise audiences for the foreseeable future.

Congratulations on your appointment as Senior Sales Manager at PandaScore. How have you settled in?

Thank you. I’ve settled in really well, helped of course by the entire PandaScore team being incredibly welcoming and supportive. This has allowed me to hit the ground running and to enjoy getting to know the team and the business. I’ve spent my initial days understanding the intricacies of our products and the specific needs of our customers. This has been crucial in helping me align my goals with the company’s vision. I’ve also taken time to get a feel for the dynamics of the business and my immediate team to ensure that I integrate myself smoothly into day-to-day operations. It’s been a busy few weeks, but great fun at the same time.

Where will you be focusing your attention and efforts initially?

Now that I’ve got my feet under the table, my focus will be on strengthening the relationship we have with our current sportsbook operator partners and also identifying new business opportunities. I plan to expand our market share by showcasing the unique value that we bring to the esports betting space through our Odds feed as well as cutting-edge products such as our BetBuilder and PlayerProps. I’ll also be working closely with teams across the business to ensure our solutions and services align with the needs of our customers and they not only meet expectations but exceed them.

Can you talk through your previous experience and how you will use it to help drive growth at PandaScore?

My background is in sales and business development, especially driving growth through strategic partnerships. This will be instrumental in my role at PandaScore where I’ll leverage my experience in identifying new market trends and customer needs to develop and deploy targeted sales strategies that will help us expand our presence across international markets and ultimately drive growth. That I have experience in both the video games and gambling industries is an added bonus, too.

You mention you have experience in both video gaming and gambling – what are the main similarities between these industries?

Both industries are about engagement and entertainment. In video games, the focus is on creating immersive experiences that captivate players while with betting, it’s all about providing thrilling and potentially rewarding experiences. Of course, esports betting sees these two worlds collide. They are a good fit, too. Both rely heavily on innovation and a compelling UX. They also have a shared community aspect and the need to build a loyal user base to ensure long-term success. The overlap between the two provides plenty of opportunities, especially when it comes to esports which bridges the gap between competitive gaming and betting.

Some operators have been slow to embrace the esports betting opportunity. Why is this and what are you doing to ensure more sportsbooks tap into the rising demand for esports betting?

There are a few reasons for this. Some operators are hesitant due to a lack of understanding of the esports audience and how to engage them – esports fans are quite different to traditional sports bettors in their preferences and expectations. There’s also the challenge of navigating the fast-paced and ever-evolving world of esports. This is why we have focused on educating our partners about what makes esports different and then providing them with the tools they need to engage players and deliver the esports betting experiences they are seeking. To do this, we take a data-driven approach alongside offering a suite of innovative solutions that simplify the process for operators to get in on the esports betting action.

What makes for a compelling esports betting experience? Does it differ from standard sports betting and if so, how?

It comes down to offering fast-paced, engaging and tailored betting opportunities across many esports disciplines. The user experience and bet types offered need to reflect the dynamic nature of esports, including things like player props, bet builders and micro-betting. Esports fans also expect enhanced on-site content to add more value to their overall experience with the esportsbook, which is why our pre-match and live stats widgets is proving really popular with operators and their players.

What opportunities are operators missing if they don’t get in on the esports action?

Those who fail to tap into the esports market are missing out on the chance to engage a rapidly growing and highly motivated audience. Esports allows operators to reach a younger demographic not currently interested in traditional sports betting. In addition, the global reach of esports allows operators to expand into new markets through a growing vertical that shows no signs of slowing down. By not embracing esports, operators are failing to diversify their offering and missing the chance to engage the players of tomorrow, today.

Any final thoughts?

Esports is not just a trend. It represents a significant shift in the entertainment and betting landscape and those who recognise this and embrace it will be the ones who see substantial growth in the years ahead. At PandaScore, we are committed to being at the forefront of this revolution and we are excited to partner with forward-thinking operators who are ready to seize the opportunity at hand.

Lim “Ulsan” Soo-hoon has been crowned Red Bull Golden Letters champion, overcoming Alexandre “AK” Laverez and 18 other players in an all-star Grand Final after a weekend of tense TEKKEN 8 action at the Red Bull Gaming Sphere in London.

The Grand Finals gave fans a true TEKKEN 8 masterclass with Lim “Ulsan” Soo-hoon and Alexandre “AK” Laverez battling it out in a high-stakes match to be crowned the 2024 Red Bull Golden Letters Champion. Ulsan gave an undefeated performance, taking down seven pro-players across the weekend, and confirming his title as the Red Bull Golden Letters 2024 Champion in a stunning 3-1 Grand Finals win.

For the first time in Red Bull Golden Letters history, this year’s TEKKEN 8 tournament featured four global qualifier rounds across North America, Europe, Japan, and the United Kingdom. Saturday also saw an all-new 20-player group stage, where the pros spent the day competing for a spot in the top-12 elimination bracket on Sunday, including Red Bull Players Hoa “Anakin” Luu and Arslan “Arslan Ash” Siddique, as well as inaugural Red Bull Golden Letters winner Richie “Ayorichie” Olusanya.

The new 20-player group stage on Saturday quickly escalated into a series of intense matchups, as the pros brought their A-game. British pro player Kane “KaneAndTrench” Heartfield, South Korean TEKKEN legends Jae-hyun “CherryBerryMango” Kim and Lim “Ulsan” Soo-hoon, and European open qualifiers winner Nino “Nino” Schwarz quickly emerged as frontrunners in the tournament, sweeping the group stages with 4-0 wins. In the final group stage, UK open qualifier winner Akhil “Tetsu” Kakar narrowly secured his spot in the top-12 elimination bracket, beating Joseph “Joey Fury” Bennett and Mohammed “the-SAM-brother” Al Jabri in a three-way tie.

Kicking off Sunday’s 12-player winner’s bracket, CherryBerryMango and Ulsan continued their winning streaks, defeating KaneAndTrench and AK in the semi-finals and sending them to the loser’s bracket. In a clash of Korean TEKKEN legends, Ulsan secured his spot in the Grand Finals, sending CherryBerryMango to the loser’s final with a 3-1 score. After being relegated to the loser’s bracket by Ulsan, AK fought his way back to a chance at the Red Bull Golden Letters crown, defeating Jodd and KaneAndTrench, before facing off against CherryBerryMango.

With one final chance at the Grand Finals, AK came in strong and swiftly ended CherryBerryMango’s run with a 3-0 win, securing his spot against Ulsan for the second time. The Grand Finals culminated in a gripping redemption match between AK and tournament favourite Ulsan. Though AK put up a strong fight, Ulsan’s efforts were unmatched, swiftly winning the Grand Finals with a 3-1 win.

Red Bull Golden Letters’s unique format also made its debut in TEKKEN 8, incentivising players to make high-risk plays for greater rewards as they raced to win in a first-to-three format. Competitors who managed to secure three ‘PERFECT’ or ‘GREAT’ – TEKKEN’s famous ‘Golden Letters’, instantly won the entire set in these clashes. This format meant there was always a chance for players to fight their way back for a chance at the Grand Finals, and kept the game intensity high.

The tournament was hosted by UK Fighting Games icon Jamil “Jammerz” McKenzie and featured commentary from Steven “Tasty Steve” Scott, Rasheed “Bubsy” Jenkins, Reepal “RIP” Parbhoo and Kobi “K-Wiss” Scarlett.

Following his amazing performance throughout the tournament, newly-crowned Red Bull Golden Letters Champion Lim “Ulsan” Soo-hoon commented: “I’m really happy to have won Red Bull Golden Letters. This is my fourth tournament win this year, and competing in this format was both exciting and challenging. The UK competitive scene has been amazing, and I hope that I’ll be invited to compete again!”

Red Bull Golden Letters host Jamil “Jammerz” McKenzie, commented after the Grand Final: “This year’s Red Bull Golden Letters was bigger and better than ever before. The new expanded open qualifiers created a unique opportunity for communities across Asia, Europe and North America to support local talent, and to further see the fighting game community grow.”