Sync Licensing in Video Games: Unlocking a New Era of Music Discovery and Revenue

In the past, the holy grail of sync licensing for artists and producers was landing a coveted spot in a film or a prime-time television show. These placements were once seen as the most valuable in terms of exposure, credibility, and royalties. However, as entertainment consumption shifts in the digital age, the epicenter of sync influence is moving toward a more interactive and immersive medium: video games.

From blockbuster franchises like Call of Duty, FIFA, and Fortnite, to indie titles with cult followings, video games are rapidly becoming one of the most powerful platforms for music discovery. Syncing your song in a video game isn’t just about cashing a check — it’s about stepping into a multi-billion-dollar ecosystem that can transform listeners into lifelong fans, build artist credibility, and spark viral moments on streaming platforms, YouTube, and livestreams.

This article explores why sync licensing in video games is no longer just an “alternative” route, but a primary frontier in modern music placement — and how artists, producers, and publishers can harness its power.

The Gaming Industry’s Explosive Growth

Let’s start with the numbers. The global video game market surpassed $150 billion in revenue in 2024, eclipsing both film and recorded music combined. With over 3 billion players worldwide, video games are now a dominant force in entertainment.

More importantly for artists, music is an integral part of the gaming experience. Whether it’s background music during gameplay, licensed tracks in racing or sports games, or interactive soundtracks that change based on a player's decisions, music and gaming are more interconnected than ever.

The Unique Nature of Game Syncs

Sync licensing in video games differs from traditional TV and film in several key ways:

• Interactivity: Players spend hours immersed in a game world, hearing your song on loop or within crucial gameplay moments.

• Replay Value: Unlike a TV show or movie that may be watched once, gamers often replay titles or spend hundreds of hours playing multiplayer.

• Community Engagement: Songs placed in games often reappear in gaming clips, live streams, and fan-made videos on platforms like Twitch and YouTube.

• Global Exposure: Games are distributed across countries and regions instantly, creating exposure opportunities in international markets.

Why Video Game Syncs Are Valuable

1. Increased Discovery and Streaming Conversion

One of the biggest advantages of game syncs is their ability to turn passive listeners into active music fans. While a song in a TV show might catch someone’s ear, music in a video game can create a repeated exposure loop. Imagine your track playing every time a user enters a menu, completes a mission, or starts a race. That frequency leads to recognition.

Once players hear your song enough times and associate it with emotional or exciting gameplay moments, they’re far more likely to look you up on Spotify, Apple Music, or YouTube.

Real Example:

EA Sports’ FIFA franchise is well known for turning unknown artists into streaming powerhouses. Artists saw significant boosts in streaming and fan engagement after placements in the game. Fans often search “FIFA soundtrack” on streaming services, leading to playlist additions and follow-on listens.

2. Integration into Gaming Content (Livestreams, Clips, and Montages)

When your music is synced in a game, it doesn’t just live in the game — it spreads across the creator economy. Gamers today are also content creators. They stream gameplay on Twitch, upload walkthroughs on YouTube, and cut short clips for TikTok and Instagram.

If your song is used in a game during a key moment — whether that’s a climactic battle, victory screen, or menu loop — it will often become embedded in the gaming culture through user-generated content.

That content generates new waves of exposure. Viewers of gaming clips hear the song again, associate it with a popular streamer or moment, and seek it out independently.

Bonus Tip:

If you own the master and publishing rights, syncs in games can lead to viral moments where your song becomes a background staple in gaming montages and streamers’ highlight reels — driving UGC (User Generated Content) without paying for influencer marketing.

3. Longer Lifespan Compared to Film/TV Syncs

TV shows and movies have limited windows of buzz. Even a successful sync placement may only last as long as the show or season is hot. Video games, on the other hand, often have multi-year lifespans.

Some games — especially live-service titles like Fortnite and Apex Legends — are constantly updated and played by millions for years. Even single-player games with strong fanbases are revisited by players years after release.

Your song, once licensed, may continue to reach new listeners as more players pick up the game.

Types of Music Syncs in Games

Let’s break down the types of music placements possible in video games:

1. Licensed Soundtracks

Games like NBA 2K, Tony Hawk’s Pro Skater, and FIFA curate playlists of pre-existing songs. These are paid syncs where your already-released track is placed into the game.

2. Custom Music for Game Levels or Menus

Games may commission original tracks for level background music, lobby music, or menu screens. This route often leads to more intimate collaborations between game studios and composers or artists.

3. Character-Themed Music

Some games assign unique music to characters or settings. League of Legends and Valorant have done this through collaborations with artists to create branded character music.

4. In-Game Concerts or Events

Games like Fortnite have hosted in-game concerts (e.g., Travis Scott, Ariana Grande). These events merge performance and gaming, offering exposure to millions in one live event.

How to Get Your Music Placed in Games

If you’re an artist or producer looking to license music to video games, here are strategic steps to follow:

1. Work with a Sync Agent or Publisher Who Specializes in Games

Companies like Elizabeth Music Group specialize in placing songs in sync — including video games. These companies have relationships with music supervisors at game studios and can pitch your catalog directly.

2. Build a Catalog That Fits

Gaming music supervisors are always searching for:

• High-energy tracks (great for action and sports games)

• Atmospheric or ambient music (great for open-world or indie games)

• Emotional, cinematic songs (perfect for story-driven games)

Make sure your catalog includes diverse moods and versions (instrumentals, cutdowns, stems).

3. Tag Your Music Properly

Gaming music supervisors and sync agents appreciate well-organized metadata. Include genre, mood, tempo, lyrics, and context tags in your submissions.

4. Be Open to Exclusivity

Some games want exclusive, original music. While you might not keep the ability to sync the same track multiple times, these gigs often pay well and open the door for repeat sync opportunities.

Final Thoughts: The Future of Sync Is Interactive

As gaming becomes more immersive, the role of music within it will only expand. We’re entering a phase where interactive soundtracks and metaverse-style music integrations are becoming normal.

For artists, producers, and publishers willing to embrace video games, the rewards are immense: global exposure, engaged fanbases, and long-term cultural relevance.

Sync licensing in games is no longer a niche — it’s the new main stage. So if you’re building a catalog, crafting your next single, or navigating the world of publishing, don’t stop at TV and film. The game is waiting — and it’s playing your song next.