Reactional Music Scores $2.8 Million EU Grant, Targets Expansion

Photo Credit: Reactional Music

As it eyes a “transition to large-scale commercial deployment,” gaming-focused licensing platform Reactional Music has scored a €2.5 million ($2.8 million) European Innovation Council (EIC) grant.

Stockholm-headquartered Reactional, having previously made the EIC’s funding shortlist, just recently confirmed the grant and the expansion plans. On the former front, the EIC also has the option of kicking in as much as €6.5 million/$7.4 million more to boost its equity stake down the line.

For now, Reactional is preparing to accelerate “its commercial scale-up” – a multifaceted endeavor with a top-level objective of “establishing music as a new monetisation layer in the global gaming economy.”

Though time will tell what these efforts look like in practice, the business is currently touting its “catalog of hit songs, pre-cleared for game advertising.” According to the appropriate website, the “instantly recognizable” tracks are automatically added to mobile games’ “playable and video ads.”

Meanwhile, the described campaigns are said to benefit from same-day launches, and clients “only pay when the creative performs.”

Longer term, Reactional, which counts former Take Two and RedOctane CEO Kelly Sumner as its chairman, intends to explore “interactive audio that responds to gameplay in real time,” personalized soundtracks, and “music-driven rewarded ads.”

And as CMO Simon Harvey explained during a panel at last month’s Pocket Gamer Connects Malmo, unlocking new revenue streams and mutually beneficial opportunities will remain the focus even as the operational scope evolves.

On the partnerships side, the company wrapped 2025 by inking a rights-management deal with MusicInfra to ensure “accurate, efficient, and transparent tracking of music use at scale.”

(MusicInfra, co-founded and led by ex-Hipgnosis Song Management COO Björn Lindvall, closed a $5 million raise in September 2025. Moreover, Hipgnosis/Recognition and Reactional themselves started collaborating back in 2023.)

Additionally, Naxos-partnered Reactional is working “with select top-tier publishers,” per its website. Addressing the EIC grant and what comes next, Reactional CEO Tomas Jenneborg described deeper personalization as gaming’s “next frontier.”

“The next frontier in gaming and interactive social worlds is deeper personalisation,” said Jenneborg, who started as CEO earlier this year. “Music defines personal identity like nothing else, yet it has remained largely disconnected from game monetisation.

“With Reactional, we are opening a new category where players, developers and rights holders all benefit from music playing a central part of user acquisition, personalisation and interactive content,” he concluded.