Gen Z gamers have a strong relationship with music—with music they hear in games, discover while watching game streamers, share with other players and listen to while gaming. This opens more opportunities for stronger partnerships and better integration between music and gaming companies.
Gaming and music have a strong relationship, yet it can be difficult for gamers to purchase the music they discover or easily add it to playlists. In our Digital Media Trends fall pulse survey, we found that 42% of Gen Z gamers listen to other music while gaming and 34% hear music in a game and then look it up online to stream or buy. Almost a quarter wish they could purchase music they hear in a game or be able to add it to a playlist and nearly as many share music recommendations with other people gaming online. Not only does this show the relationship between gaming and music, but it also suggests opportunities to enhance engagement—and revenues—by integrating music and gaming more tightly.1
As big-budget games deliver cinematic experiences, storylines and top-tier acting talent, they also invest in compelling and engaging soundtracks. Some of the most successful gaming franchises have seen their soundtracks and theme songs become popularised over decades.2 However, it can be difficult to find these songs outside the games.
For highly competitive player-versus-player (PvP) games, players may choose to have their own soundtracks, which help them feel more energised and competitive, focus better, or simply maintain a good mood during a challenging game.3 Our survey found that 22% of Gen Z gamers are sharing music recommendations with others in online games. And, yet, there’s no easy way for them to add a song to a playlist or purchase it without leaving the game.
A recent global survey found that gaming influencers—those on social media sharing gaming content to large audiences of followers, often through live streams—are the second-most popular type of influencer for US teens, just behind music influencers.4 Although gaming companies may leverage top influencers to promote their games, streamers are often challenged by onerous copyright protections and may even receive takedown notices if the game’s own music is audible in their livestream.5 Making it easier for streamers and influencers to share gaming and music content can make it easier for their audiences to discover and engage with that content.
While music can complement gaming, musicians are increasingly reaching audiences inside game worlds. Top online games now draw tens of millions of players daily. Some have in-game radio stations that feature exclusive new music releases from top artists, even offering those artists roles in the game’s story.6 Others are producing music events that bring musicians into larger-than-life immersive experiences, selling digital and physical merchandise along the way.7
For many, a popular game world is more than just a game: It’s a social destination for immersive and interactive entertainment. Amid growing talk of the metaverse, top social games already host hundreds of millions of players spending more of their time and money in digital spaces.
As more people—especially younger generations—spend more of their time gaming, media and entertainment companies should continue to look for innovative ways to reach and engage these audiences.
Some approaches to consider:
Deloitte’s Technology, Media & Telecommunications (TMT) industry practice brings together one of the world’s largest group of specialists respected for helping shape many of the world’s most recognised TMT brands—and helping those brands thrive in a digital world.