Reactional Music
Reactional Music is a Stockholm-based audio technology company that builds a real-time procedural interactive music engine for games, automotive HMI, and interactive media, integrating with Unity and Unreal Engine via native SDKs and offering access to roughly 6 million pre-cleared licensed songs.
- Company typePrivate
- Founded2022
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Reactional Music does
Reactional Music is a Stockholm-based audio technology company building a real-time procedural interactive music engine for video games, automotive HMI, and other interactive media. The platform generates music note-by-note in response to gameplay events, player actions, vehicle telemetry, and environmental parameters, and integrates natively through SDKs for Unity and Unreal Engine (with Tuanjie Engine support via Unity China), an FMOD bridge, a REST API, and a self-service developer portal. The offering is anchored by a catalog of approximately 6 million pre-cleared licensed songs and supported by a dedicated rights-management layer built with MusicInfra.
The company operates a multi-stream revenue model: tiered annual developer subscriptions (Indie, Essential, Pro, Studio) that gate console support and feature access; a pay-on-performance model for hit music embedded in mobile game user-acquisition creatives; transaction-based in-game music purchases with revenue share to game developers; and licensing and royalty participation through its "Album-as-a-Game" distribution channel with Game My Fan and Primary Wave. Customers span mobile game publishers (primary segment, in closed beta with select top-tier publishers), simulation developers (Dovetail Games), automotive OEMs and Tier-1 suppliers (via Unity China), and music publishers (Primary Wave, Naxos).
The company's strategic positioning is built on eliminating the structural friction of traditional music licensing — cited at $50–150K per track and 4–8 week timelines — to make hit music viable inside the $30 billion mobile game user-acquisition market and across the wider player lifecycle (acquisition, engagement, retention, monetization). To date Reactional has raised approximately €1.85M in a pre-Series A round led by Amanotes and Butterfly Ventures (April 2023), additional undisclosed 2025 funding rounds, and a €2.5M EIC grant (June 2026) with an option for up to €6.5M more in matching equity, and has built a partnership stack anchored by Unity Technologies, MusicInfra, Dovetail Games, and Primary Wave.
Reactional Music firmographics
Firmographics- Name
- Reactional Music
- Legal name
- Reactional Music Group AB
- Website
- https://reactionalmusic.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Reactional Music is a Stockholm-based audio technology company that builds a real-time procedural interactive music engine for games, automotive HMI, and interactive media, integrating with Unity and Unreal Engine via native SDKs and offering access to roughly 6 million pre-cleared licensed songs.
- Ownership category
- akta.pro rank
Reactional Music industry classification
Industry- Product category
- Interactive Music Engine and Game Audio Software
- NAICS
- Sound Recording Studios (51224), Music Publishers (51223)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Game Music Licensing & Interactive/Adaptive Music Providers (MPAIALAI)
- akta.pro secondary industries
- AI Music Creation & Assistive Tools (Generation, Separation, Mastering) (MPAIAIAG), Creator Music/SFX Asset Libraries & Licensing Platforms (MPACABAM)
Keywords
Where Reactional Music is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Reactional Music business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Music Licensing for Game Advertising: Pay-on-performance model for UA campaigns. Game developers pay only when music-containing creatives perform. Enables instant access to pre-cleared hit songs for mobile game ads.
- Developer Platform Subscriptions: Subscription tiers (Indie, Essential, Pro, Studio) providing access to music catalog, platform tools, and varying levels of console support and features.
- Album-to-Game Platform: Partnership with Primary Wave and Game My Fan enabling artists to distribute albums as games, creating direct-to-fan engagement and new revenue streams.
- In-Game Music Purchases: Enables players to purchase personalized music tracks within games. Revenue share between game developer and Reactional.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Studio tier with full console support |
| Subscription | Annual | Pro tier for advanced developers |
| Subscription | Annual | Essential tier for professional developers |
| Subscription | Annual | Indie tier for independent developers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Reactional Music product offering
Product offeringCore offering
Reactional Music provides a real-time procedural interactive music engine and developer platform that enables game studios and automotive manufacturers to integrate personalized, gameplay- and data-responsive soundtracks, with a library of 6 million pre-cleared licensed songs available for instant music licensing in user acquisition campaigns and interactive in-game experiences. It is delivered via native Unity and Unreal Engine SDK plugins, a generative Composer tool, and a REST API for programmatic integration.
Product overview
Reactional Music is a music licensing and interactive audio platform comprising the core Reactional Music Platform, the Reactional Composer tool for creating interactive music, and native SDK plugins for Unity and Unreal Engine. The platform offers a REST API for programmatic integration and provides access to a library of 6 million licensed songs for game advertising and interactive in-game soundtracks. Real-time procedural interactive music is generated note-by-note based on gameplay data and player actions, supporting the full player lifecycle from user acquisition through engagement, retention, and monetization.
Differentiator
Problem solved
Functional benefit
Products and services
- Reactional Music Platform Music licensing and interactive audio platform giving game developers and publishers instant access to pre-cleared hit songs for UA campaigns and personalized in-game soundtracks, with tiered subscriptions (Indie, Essential, Pro, Studio) and pay-on-performance UA licensing.
- Reactional Composer Generative, composable music format tool that enables developers to create interactive music and empowers gamers to personalize their music experience and purchase music in-game, eliminating the need for hard-coded music loops in both new and retrofit game projects.
- Reactional Unity Plugin Native plugin SDK for the Unity game engine providing APIs for Setup, Playback (Playlist/Theme), MusicSystem, and Services, with FMOD integration and support for iOS, Android, and console platforms including Nintendo Switch, Xbox Series X, and PlayStation 5 depending on subscription tier.
- Reactional Unreal Engine Plugin Native plugin SDK for Unreal Engine offering full APIs for Setup, Playback, MusicSystem, and Services, with Metasounds support and FMOD integration via ReactionalFMODAudioStreamer; available on FAB (Epic Games marketplace) and via direct download from the Reactional platform.
- Reactional Music REST API REST API enabling developers to programmatically manage music bundles, fetch playlists and tracks, handle entitlements, and integrate Reactional's interactive music engine into games and applications, available via docs.reactionalmusic.com.
- Reactional Interactive Music Engine Interactive music engine for video games backed by a library of 6 million licensed songs, generating personalized soundtracks note-by-note in real time based on gameplay data rather than mixing pre-recorded tracks.
Quantifiable outcome
- Same-day campaign launches vs traditional 4-8 week licensing timelines
- +2 more outcomes
Companies that use Reactional Music
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Reactional Music technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature7 records
Reactional Music partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and flagship.
- MusicInfracoreRights management partnership to build next-generation music rights management platform for gaming and emerging platforms. MusicInfra is backed by Raine Group and Snö Ventures. Enables new revenue streams, accurate compensation for creators, and streamlined music licensing for game developers.
- NaxoscoreCollaborating with select top-tier publishers through Naxos partnership for interactive audio and personalized soundtrack capabilities development.
- Game My FancorePartnership to launch world's first 'album as a game' platform powered by Reactional Music. Rock legends Bad Company become first artist to launch album as a game. Taps $80 billion gaming market for artists' direct-to-fan engagement.
- Primary Wave MusiccorePartnership with Game My Fan to develop Reactional Music-powered album games for artists' direct-to-fan engagement in the gaming market.
- Dovetail GamesflagshipStrategic partnership powering interactive music for Metro Rivals: New York, Dovetail's new train simcade game. Reactional enables real-time interactive music that responds to gameplay, creating new levels of personalization in the simulation game.
- Unity China / TUANJIE ENGINEcorePartnership with Unity China for HMI Demo 5.0 at Auto Shanghai 2025, demonstrating next-generation immersive cockpit audio experiences with Reactional Music and Tuanjie Engine. Real-time procedural interactive music synced with vehicle data, visuals, lighting, and driver events.
- Unity TechnologiescoreUnity Technologies nominated Reactional Music for Best Artistic Tool award. Unity is used by over 70% of world's mobile game developers and approaching 50% of all game development, making it a key platform partnership.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Reactional Music competitors and assessment
Company assessmentOthers
- Soundtrack Your Brand: B2B music streaming and licensing platform for retail, hospitality, and now automotive. Comparable on rights-managed B2B music distribution, particularly relevant given Reactional's automotive ambitions.
Emerging players
- AIVA: AI music composition assistant for creators, games, and film. Comparable on AI-composed interactive music but with a creator/individual focus rather than Reactional's enterprise rights-cleared catalog approach.
- Loudly: AI music generation and licensing platform for content creators and brands. Comparable on the AI-generation + licensing intersection, though without the same depth of gaming-specific tooling.
- Mubert: AI-generated music platform offering royalty-free generative music for creators, apps, and brands. Comparable AI-music-generation capability, though with less focus on game engine integration and rights-cleared hit catalogs.
Direct peers
- Artlist: Music and SFX licensing platform with royalty-free catalog for video creators, brands, and now games. Overlaps with Reactional on catalog-based music licensing for digital content, but lacks real-time interactive generation.
- Elias Software: Adaptive music engine for games that dynamically composes soundtracks based on gameplay. Direct competitor in the procedural/adaptive music-for-games category Reactional is building.
- Audiokinetic (Wwise): Leading interactive audio middleware for games and media, with deep integration in AAA pipelines. Competes with Reactional's interactive music engine for the same game audio developer budget and decision-maker.
- FMOD (Firelight Technologies): Industry-standard audio middleware for games, used in tens of thousands of shipped titles. Reactional explicitly integrates with FMOD and competes for the same developer mindshare around in-game audio workflows.
- Epidemic Sound: Subscription-based music licensing platform with a large pre-cleared catalog aimed at content creators and brands. Comparable licensing-and-discovery model, though without Reactional's note-by-note interactive engine or gaming-specific tooling.
Broad incumbents
- Unity Technologies: Dominant game engine and platform; Reactional is a Unity plugin partner and Award nominee. Unity could in theory build or acquire competitive interactive music features, making it both an enabler and a strategic risk.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Customer concentration
Reactional Music social profiles
Digital presenceReactional Music financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reactional Music leadership team
Management profileNumber of profiles
Profiles7 records
Reactional Music funding detail
Funding detailFunding overview
Funding rounds9 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reactional Music M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reactional Music
What does Reactional Music do?
Reactional Music provides a real-time procedural interactive music engine and developer platform that enables game studios and automotive manufacturers to integrate personalized, gameplay- and data-responsive soundtracks, with a library of 6 million pre-cleared licensed songs available for instant music licensing in user acquisition campaigns and interactive in-game experiences. It is delivered via native Unity and Unreal Engine SDK plugins, a generative Composer tool, and a REST API for programmatic integration.
Is Reactional Music a public or private company?
Reactional Music is a private company. It is classified as venture growth investor backed and is currently operating.
When was Reactional Music founded?
Reactional Music was founded in 2022. It employs 11 to 50 people.
Where is Reactional Music based?
Reactional Music is headquartered in Stockholm, Sweden, in the Europe region.
How does Reactional Music make money?
Four revenue lines are on record. Music Licensing for Game Advertising is the primary driver. The others are developer Platform Subscriptions, album-to-Game Platform and in-Game Music Purchases.
Who are Reactional Music's main competitors?
Soundtrack Your Brand is listed as an others. Emerging players are AIVA, Loudly and Mubert. Direct peers are Artlist, Elias Software, Audiokinetic (Wwise), FMOD (Firelight Technologies) and Epidemic Sound. Unity Technologies is listed as a broad incumbent.
Does Reactional Music have an API?
Yes. REST API enabling developers to programmatically manage music bundles, fetch playlists and tracks, handle entitlements, and integrate Reactional's interactive music engine into games and applications. Available via docs.reactionalmusic.com with SDKs for Unity and Unreal Engine. Developer documentation is at docs.reactionalmusic.com.
What industry is Reactional Music in?
Reactional Music's product category is Interactive Music Engine and Game Audio Software. Its primary akta.pro industry code is MPAIALAI, Game Music Licensing & Interactive/Adaptive Music Providers, with a secondary code of MPAIAIAG, AI Music Creation & Assistive Tools (Generation, Separation, Mastering). Its NAICS code is 51224 and its SIC code is 7372.