Under the deal, announced today (October 22), select recordings and songs from UMG’s recorded music and publishing catalogs will become available on TYGER’s paid, on-demand subscription service.
Some UMG recordings will also be available on TYGER’s free, ad-supported tier.
According to the two companies, UMG is the first major music company to license TYGER‘s service.
TYGER lets players run music alongside supported games, with licensed tracks adapting to live gameplay via what the company says is its patented technology.
The San Diego-based company says its platform does not require integration by game studios and is built to work across PC, console, and mobile.
TYGER describes this as a “direct route” for artists, songwriters, and rights holders to reach gaming audiences, while giving players a say over what they hear as they play.
Speaking at the event on March 17, Grainge said that “hyper-personalization is something that’s going to be a phenomenal opportunity.”
As an example, Grainge pointed to gaming: “It can be an artist from 40 years ago, or it could be an artist that we signed this afternoon, where a fan is actually interacting with it and hyper-personalizing it within a computer game.
“So, when they’re driving, they make a turn on a racetrack, it syncopates to the chorus or the verse or the lyric, that means something to them.”
Michael Nash, EVP & Chief Digital Officer at UMG, said: “At UMG, we have a well-established track record of exploring and developing new creative and commercial opportunities that enable our artists, songwriters and labels to better connect with music fans.
“We believe that music has a more integral role to play in gaming and through this innovative new licensing agreement with TYGER, our artists and their music will now be able to soundtrack personalized gameplay experiences and connect with millions of gamers and fans around the world.”
“We believe that music has a more integral role to play in gaming and through this innovative new licensing agreement with TYGER, our artists and their music will now be able to soundtrack personalized gameplay experiences and connect with millions of gamers and fans around the world.”
Michael Nash, Universal Music Group
Nick Venti, CEO and co-founder of TYGER, said: “Gaming is where the next generation spends its time, discovers culture and connects with friends, but music has never had a native way to reach those audiences.
“This agreement with Universal Music Group is an important milestone for TYGER and validates our vision for the future of music in and around interactive and digital experiences. Together, we’re creating new opportunities for players, developers, artists, songwriters and rights holders alike.”
“Gaming is where the next generation spends its time, discovers culture and connects with friends, but music has never had a native way to reach those audiences.”
Nick Venti, TYGER
TYGER says its service currently has a library of more than 400,000 songs, primarily from independent artists.
The company plans to relaunch later this year with an updated ad-supported tier and subscription offering, following the addition of UMG‘s music.
According to TYGER, the platform is in beta across more than 20 games, whose combined monthly audiences exceed 540 million players.
For now, the service runs on PC, via the Overwolf app store.
TYGER‘s Overwolf listing names Fortnite, Valorant, Apex Legends, and Rainbow Six among the games with adaptive audio support.
The listing prices early access to the paid tier, TYGER Club, at USD $3.99 a month, rising to USD $5.99 at full release.
TYGER grew out of PlusMusic.ai, a startup specializing in adaptive audio AI for games. Venti was its CEO when former PlayStation boss Shawn Laydenjoined its board in 2023.
The TYGER deal adds to UMG‘s recent activity in gaming.
In December 2025, UMG struck a strategic agreement with Roblox that included the ability for artists and labels to sell digital and physical merchandise to fans on the platform via Shopify.
