There is a significant behavioural and demographic overlap between gamers and music consumers. An affinity for music, adoption of subscription services, attendance of live music events, merchandise sales and following celebrities on social media, are just a few of the many indicators in which gamers over-index, compared to average consumers. Furthermore, they often rank comparably to, and sometimes surpass, the rates of their music consumer counterparts. Coupled with the fact that music can be enjoyed while gaming, bridging the two worlds gives brands more latitude to develop symbiotic relationships. For now, many of those are largely untapped, or brands are just beginning to scratch the surface of what is possible. The time to dive deeper into strategic partnerships between music and games is now, while they are still seen as innovative and before they become a common standard and the landscape becomes saturated, with less choice for commercial partnerships.

Companies mentioned:  Activision, Apple Music, EA, Grand Theft Auto (GTA), Pandora, PlayStation, Spotify, Xbox