Universal Music Group has partnered with Swedish gaming company Nuday Games, maker of the trivia app Rock Science. The game, released last year, lets rock fans "challenge opponents from all over the world" in real-time. It’s free, but you can purchase additional "packs" based on various rock genres and artists, most notably Korn.
The label giant said it sees a bright future ahead for fan-driven mobile apps, noting that Nuday "found a recipe" that could be used to develop games across all genres. "Our investment is not first and foremost about making money," UMG Sweden CEO Per Sundin told Di Digital. "We see it as a strategic investment for us to learn to understand our bands and artists’ super fans better and be able to give something meaningful to them."
Nuday is also in the business of making tabletop board games and has one for Motörhead that includes 1,600 questions about the legendary metal band. "Round up your friends and play the loudest trivia game in the world," the game's site boasts.
Sundin said he expects Nuday to expand to other genres and subcultures, including the K-pop movement. The size of UMG’s investment in Nuday has not been disclosed.
Currently the Rock Science mobile game offers in-app "packs" for artists like Korn, Soulfly, Saxon, ex-Dream Theater drummer Mike Portnoy and System of a Down’s Serj Tankian. Brands with their own "packs" include Metal Blade and Marshall.
Nuday CEO Jorge Bravo said the partnership with Universal Music will open doors to collaborating with more major artists in the near future. He said they hope to reach 100 bands within 12 months.