Soon blind tests on Spotify. The Swedish giant announced on Tuesday, July 12, the acquisition of Heardle, an online blind test game, for an undisclosed amount.
The principle is simple: the game daily offers its users to find the title of well-known songs after listening to just a few notes. Players are allowed six responses. Each clue given as a result of a wrong answer gives access to a few extra seconds of music to help them guess.
The interest: “Improving music discovery and helping artists reach new fans,” says Jeremy Erlich, Spotify’s head of music, in a press release.
Launched in March 2022, Heardle “has proven to be a very fun way to connect millions of fans with songs (…) and a way to compete with your friends” to test your musical knowledge, continues the director.
Spotify seeks to become a “super-app”
Launched in 2006, Spotify quickly became number one in the world for streaming audio. It now claims 422 million monthly active users worldwide, including 182 million subscribers, based on its March 2022 quarterly results.
To continue attracting more and more users and subscribers, the service seeks to renew itself in an increasingly competitive sector. Offering more than 80 million titles, with a library very similar to that of competing services, is no longer enough.
Initially, Spotify took the content diversification turn by investing heavily in podcasts beginning in 2015, then in audiobooks. The objective of the platform is to offer varied content to differentiate itself from the competition, but also to increase the listening time of its users.
Spotify today seeks to become a “super-app”, that is, an application that offers multiple services to build user loyalty within a single ecosystem. Hence the gradual integration of karaoke-style song lyrics, the development of the “Story” video format as of 2020, and now, Heardle.
The game will remain free for all users, the streaming platform promises. Players can listen to the blind test songs on Spotify from Tuesday at the end of the game. The company, present in 183 countries, says it wants to gradually roll out the game in multiple languages besides English.
Source: BFM TV
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