Background: With an estimated revenue of US$282.30 billion by 2024 and a projected market size of US$363.20 billion by 2027. In this day and age games appeal to all ages and genders with the variety that they provide. The gaming industry provides players with variety, such as PC gaming, mobile gaming, and console gaming. All of these options showcase that the gaming industry has grown beyond leisure activity. The gaming industry now serves purposes such as education, instruction, and income generation. Furthermore, the collaboration between game developers and artists has increased. These collaborations have become a new avenue for musicians to find ways to engage with gamers and expand their reach. 

Purpose: The purpose of this thesis is to analyse at how well value co-creation between the gaming industry and the music industry can engage casual players. The study examines the methods and results of these sorts of collaborations. With a particularly focus on the collaboration between the gaming industry and artists. The study also aims to answer these two research questions:  

- RQ1: How does the collaboration between musicians and the gaming industry create value for the casual gamer? 

-RQ2: What are the potential risks and drawbacks associated with value co-creations between the gaming and music industries from a consumer perspective, and how do they influence engagement?

Method: The following study used a qualitative methodology. This is done by conducting interviews with a diverse sample of casual players to uncover practical approaches to engage casual gamers.  The study tries to find answers to questions about the benefits and problems of these collaborations. By talking to casual gamers, the study provides a better understanding of how these collaborations affect engagement. When it comes to the research approach, the study chose an inductive approach. However, it is worth mentioning that some aspects of the study follow a deductive approach. Thematic analysis was used for data analysis, and a set of codes was created and applied to the empirical findings. The findings will help the gaming industry develop better ways to engage casual gamers. It will also encourage them to invest further in these collaborations. 

Conclusion: This study has revealed three main findings: music's value for casual gamers, Perception of casual gamers: immersion and emotional impact, and Controversial artists and copyright issues. In other words, the findings showcase that music in games holds significant value for casual gamers. The empirical findings suggested that music contributes to immersive gaming experiences and emotional depth. Collaborations between artists and game developers through value co-creations enhance gameplay for casual gamers, creating memorable moments and deep connections between gamers and the game. Casual gamers have a positive perception when it comes to the collaboration between artists and game developers. Most casual gamers state that the integration of music in games increases their engagement and retention of a game, highlighting the crucial role of musicians in the gaming industry. Industry stakeholders can use the findings of this study to develop a solid strategy before collaborating and co-creating value. Thus, optimizing the collaboration between the two industries to enhance satisfaction and engagement among casual gamers.