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.

Fun88, a leading online gaming platform, announced the continuation of its partnership with legendary cricketer Dale Steyn as its brand ambassador. This collaboration, which began in 2023, has significantly strengthened Fun88’s credibility and trustworthiness in the global gaming industry. The company is excited to have Steyn with them for another year, connecting with fans everywhere.

Dale Steyn, a former South African cricketer renowned for his exceptional cricketing career and celebrated as one of the greatest fast bowlers in the history of the sport, brings with him a wealth of experience & a legacy of excellence. His association with Fun88 underscores the platform’s commitment to providing a safe, secure and reliable gaming experience for all users.

Dale Steyn said: “From humble beginnings to the world stage, I made it through hard work, dedication, and belief. I pushed limits, broke barriers, and never forgot to have fun. Now, with FUN88, my journey continues. Whether it’s your next big game or a shot at fame, Fun88 is your guide. Play Fun, Win Big!”

Over the past year, Steyn’s role as a brand ambassador has played a pivotal role in elevating Fun88’s reputation. His professionalism, along with his love for sports, matches Fun88’s values of transparency, caring for customers and providing top-quality entertainment. His presence has helped Fun88 connect with sports fans on a deeper level and bring them closer to the action. As Fun88 continues to expand, the platform is looking forward to strengthening its relationship with Steyn.

Fun88 is a leading name in the sports industry, sponsoring well-known teams and events across various sports like cricket, football and kabaddi. The platform is dedicated to promoting sportsmanship and connecting fans with their favorite games through innovative, engaging experiences, offering exciting opportunities for sports lovers to interact with teams and events through betting and live-action features.

Xsolla, a global video game commerce company, will showcase its cutting-edge solutions at Hall 4, Booth #04-C48, during the Tokyo Game Show 2024, which will take place from September 26-27, 2024, at the Makuhari Messe Convention Center in Tokyo, Japan. Xsolla’s booth will feature live demonstrations of its latest solutions aimed at helping game developers and publishers succeed in expanding to international markets.

During the event, Jin Jeong, Regional Vice President of Xsolla Japan, will deliver a keynote session focusing on the critical role of Xsolla’s Merchant of Record (MoR) solutions in transforming the way game companies handle cross-border transactions, taxes, and regulatory complexities. This session will offer developers and publishers a comprehensive look into how Xsollasimplifies global operations, allowing studios to focus on creating games while Xsolla handles the business side.

In addition to showcasing their MoR solutions, Xsolla will demonstrate how their payment systems and cross-play/cross-pay features enhance global reach for game developers of all sizes and across all platforms. Xsolla will also showcase how they help video game companies integrate with various payment methods worldwide, allowing developers to monetize their games across different regions easily.

David Stelzer, President of Xsolla, emphasized the significance of this event for the company: “We’re thrilled to be part of the Tokyo Game Show and to present our latest solutions designed to empower game developers and publishers to expand globally. Our mission is to support the gaming industry with the tools they need to thrive in international markets, and we are eager to showcase how Xsolla can make global expansion easier and more effective.”

Attendees are invited to visit Xsolla’s booth to meet with the team of experts, who will be available to provide insights, answer questions, and discuss how their tailored solutions can help game developers and publishers grow their businesses. For those interested in more in-depth discussions, Xsolla also offers one-on-one meetings to explore specific solutions for global market expansion.