Scheduled to launch worldwide, Lyroke is the first entertainment property of its kind to combine music videos with an interactive game mechanic.
Lyroke will be available initially on its own dedicated website and Facebook before being rolled out across multiple platforms. Featured artists and further partnerships will be announced over the coming weeks.
Universal Music UK commercial director James Healy said: "The rise of social gaming has opened up many opportunities for artists and music.
"We R Interactive are one ...