Universal Music Group (UMG) will license music from its artists and songwriters to TYGER. The service uses AI to make songs follow the action in a video game as people play.

The two companies announced the deal today, with UMG the first major music company to license the service, they said.

Under the agreement, selected recordings and songs from UMG’s record and publishing catalogues will join TYGER’s paid, on-demand subscription. Some UMG recordings will also appear on its free tier, which carries ads.

TYGER runs alongside games rather than inside them, so studios do not have to build it in. Players choose the music. The licensed tracks then change in real time to match what happens on screen, using what the company calls its patented technology.

The service works on PC, console and mobile, according to TYGER. It is in closed beta across more than 20 games, which together have more than 540 million monthly players, the company said.

Its library holds more than 400,000 songs, mostly from independent artists.

“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,” said Nick Venti, TYGER’s chief executive and co-founder.

For UMG, the deal offers its artists a new way to reach players. The company said it expects music to play a bigger part in gaming.

Michael Nash, UMG’s chief digital officer, said its artists “will now be able to soundtrack personalized gameplay experiences and connect with millions of gamers and fans around the world.”

With the UMG catalogue added, TYGER plans to relaunch later this year. The relaunch will bring an updated free, ad-supported tier and a new subscription offer.