Universal Music Group Signs Licensing Deal With AI-Powered Gaming Music Platform TYGER

Universal Music Group (UMG) has signed a licensing agreement with TYGER, an adaptive music platform designed for gaming, marking the major music company’s entry into the service’s model of integrating licensed music into interactive gameplay.

Announced on October 22, the agreement will make select recordings from UMG’s global recorded music and music publishing catalogues available on TYGER’s paid, on-demand subscription service. Some recordings will also be offered through its free, ad-supported streaming tier.

The partnership aims to create new avenues for artists, songwriters and rights holders to reach gaming audiences, while allowing players to personalise the music accompanying their gameplay. UMG becomes the first major music company to license its catalogue to TYGER under this arrangement.

Unlike conventional music streaming platforms, TYGER is built specifically for interactive entertainment. Its patented technology enables licensed tracks to adapt in real time to gameplay, allowing players to listen to music alongside supported games rather than relying solely on the titles’ built-in soundtracks. The platform is designed to work without requiring direct integration by game studios.

Nick Venti, CEO and co-founder of TYGER, said the partnership represents a milestone in the company’s efforts to establish music as an integral part of interactive entertainment.

“Gaming is where the next generation spends its time, discovers culture and connects with friends, but music has never had a native way to reach those audiences,” Venti said. He added that the agreement creates opportunities for players, developers, artists, songwriters and rights holders.

Michael Nash, Chief Digital Officer and Executive Vice President at UMG, said the company continues to explore new creative and commercial models that help its artists, songwriters and labels connect with audiences.

“We believe that music has a more integral role to play in gaming,” Nash said, adding that the agreement would enable UMG’s artists and their music to soundtrack personalised gameplay experiences and reach gamers and fans worldwide.

The deal comes as music companies explore new licensing opportunities across gaming and other interactive entertainment formats. For rights holders, platforms such as TYGER offer an additional route to monetise existing catalogues while connecting music with audiences beyond traditional streaming services.

TYGER currently hosts a library of more than 400,000 tracks, primarily from independent artists. According to the company, its platform is in closed beta across more than 20 gaming titles whose combined monthly audiences exceed 540 million players.

Following the addition of UMG’s catalogue, TYGER plans to relaunch later this year with updated subscription and ad-supported offerings. The company is positioning the service as a platform where licensed music can become a personalised, responsive part of the gaming experience.

The agreement adds to UMG’s broader efforts to expand its presence in gaming and interactive digital environments, as music licensing models evolve alongside new technologies and changing audience behaviour.