Objective
Reactional Music Group AB is a Swedish deep-tech company pioneering programmable, personalised, and monetizable music in interactive media. Founded by composer Jesper Nordin and backed by leaders from Spotify, EA, Apple, and Sony/ATV, Reactional has built a patented platform that turns music into a real-time, adaptive experience layer inside games.
Despite €135B+ annual spend on in-app purchases and €62B+ in cosmetic personalisation, music remains effectively non-monetised due to fragmented licensing, manual clearance, and missing real-time tools. Developers face high friction when using commercial music interactively, artists and rights holders remain locked out of gaming economies, and players cannot personalise their soundtracks, representing a major untapped personalisation category.
Reactional solves this with a patented rule-based procedural music engine, Unity and Unreal SDKs, the Reactional Composer authoring tool, and a cloud licensing and royalty backend covering 6M+ rights-cleared tracks and 50+ label relationships. The platform enables adaptive commercial music, automated rights compliance, and monetisation through in-game purchases and engagement-based models.
The business model scales across four streams: B2B licensing, B2B2C in-game music purchases, co-development with leading studios, and a self-service platform for indie developers. Strategic pilots (e.g. Amanotes) will validate transaction economics, performance, and scalability in live titles.
The project will progress from TRL 6 to TRL 9 by upgrading backend infrastructure and low-latency APIs, strengthening content and rights automation, enabling AI-driven recommendation and metadata enrichment, and completing pilot validation to reach market launch and early paying customers.
As a European-owned platform, Reactional advances EU priorities in cultural IP protection, digital sovereignty, and fair remuneration, unlocking a new global category of music commerce.
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.3.1 - The European Innovation Council (EIC)
MAIN PROGRAMME
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HORIZON.3.1.2 - The Accelerator
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-EIC-ACC - HORIZON EIC Accelerator
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-EIC-2026-ACCELERATOR-02
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
111 57 STOCKHOLM
Sweden
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.