Through gamification in music festivals, music is deeply embedded in India’s gaming and esports industry
Mumbai: Music has always been seen as a universal language that breaks down barriers and brings together people from various cultures and backgrounds. Gaming is another medium with similar potential, and the relationship between the two stretches back decades to the iconic melodies of Super Mario.
As the world has progressed, so has the relationship between music and gaming. Today, they intersect in numerous innovative ways beyond just a simple theme song, yet their ability to captivate audiences through this immersive connection remains unchanged.
A standout instance of this evolving relationship are the virtual concerts held by well-renowned artists Marshmellow and Travis Scott in the popular game Fortnite. Just as halftime performances at the Super Bowl attract global attention, these virtual events drew similar viewership, with over 10 million attendees for Marshmellow’s concert and 27.7 million unique players participating in Travis Scott’s event.
This immense engagement not only showcases the evolution of music and gaming interactions but also emphasises how deeply gaming influences music consumption. On this International Music Day, let’s explore how music and gaming are creatively connecting in India, much like these international events.
One of the most creative ways music and gaming came together in India was when NODWIN Gaming, a leader in new-age youth entertainment, gaming, and esports, brought gamification to its popular music festival, NH7 Weekender. The lineup was revealed through an interactive game where users explored a virtual NH7 venue and collected coins to uncover the performing artists.
NODWIN Gaming has also frequently blended music with esports. They teamed up with popular artists Seedhe Maut and Sez On The Beat to produce an anthem called ‘NHK,’, for the Valorant Conquerors Championship (VCC), showcasing top Valorant players from South Asia. Another notable instance was when they organised the Android Carnival during the grand finale of Battlegrounds Mobile India Master Series (BGMS) Season 3, featuring a live performance by renowned musician Garv Taneja, also known as Chaar Diwaari.
Commenting on the significance of music in gaming and esports, Akshat Rathee, Co-founder and Managing Director of NODWIN Gaming stated, “Music plays a pivotal role in enhancing gaming and esports experiences. Iconic collaborations, like Linkin Park and Imagine Dragons’ anthem for League of Legends Worlds becoming the sound of gaming culture show how music can resonate deeply with players and audiences alike. Virtual concerts in games like Fortnite by renowned artists like Travis Scott and Ariana Grande also took the world by storm. Games like FIFA have also seamlessly integrated music into their gameplay, creating soundtracks that define each edition and connect with fans worldwide.”
“For gamers, music creates an immersive atmosphere, whether they’re casually playing or competing in tournaments. As a youth entertainment-focused company, NODWIN Gaming recognizes the intrinsic significance of music in gaming and is committed to creating experiences that merge the two, maximising the timeshare of mindshare for our audiences,” he added.
Music plays a crucial role for gamers by enhancing their focus, building excitement, and creating a more immersive and engaging experience. According to Deloitte’s Digital Media Trends Fall Pulse Survey, gen Z gamers have a strong relationship with music. The survey found that 42% of Gen Z gamers listen to other music while gaming, and 34% of them hear music within a game and then seek it out online to stream or purchase.
Naman Mathur, Co-founder of S8UL, India’s leading esports and gaming content organisation says, “Music has always been a huge part of almost every gamer’s journey. Whether it is getting pumped before intense matches or connecting with my community during streams, music has always helped me feel more immersed in the experience. The characteristic music track of each game is something so familiar and exciting for the gamers. Singers like Alan Walker have collaborated with us in the past, clearly highlighting the connection gamers share with music!”
When it comes to in-game music, iconic titles like Grand Theft Auto, Cricket ‘07, or FIFA have soundtracks so ingrained in popular culture that a simple note can immediately remind fans of the game. Music in games can intensify emotions, enhance storytelling, and elevate the overall experience for players.
SuperGaming, a leading Indian game developer, understands this interplay well. Their upcoming game Indus Battle Royale, which is inspired by Indian culture, weaves Indo-futuristic music into its gameplay, crafting an auditory experience that complements its futuristic yet culturally rooted aesthetic.
“Behind every unforgettable gaming moment is a carefully crafted soundtrack that intensifies that experience. For us, the Indo-futuristic soundscape we’ve created not only complements the visual and interactive elements of the game but also enhances the player experience. It creates an atmosphere that pulls players into another world, making each experience on Virlok more vivid and memorable,” commented Roby John, Co-founder and CEO of SuperGaming.
As gaming continues to grow in both reach and cultural impact, music remains at its heart. Whether through game soundtracks, collaborations or interactive experiences this powerful symphony of gaming and music will continue to mesmerise audiences for the foreseeable future.