It benefits both the profile of the game and the associated artist.
Frank PR's Bloch says music helps the games industry to have more mainstream appeal. 'Music and dance-based games have done a great job of opening up the games market to new audiences. The games industry now plays a massive role in terms of economic contribution and how it is shaping popular culture and leisure time,' he says.
But music PROs can tap into this mainstream appeal and raise the profile of their artists by getting them on to the game's soundtrack.
Say Communications' Stewart-Muir explains: 'As a multi-format phenomenon, Guitar Hero benefited from including songs by well known bands, but the bands themselves were also promoted virally online.'
John Doe's Reeves says this audience can also be far more loyal than the fans of other entertainment genres. 'Gaming has the potential for greater brand loyalty. With broader consumer touch points, one can achieve a deeper relationship with the consumer,' he says.