"We live in a rough time around music where our audience struggles to pay $20 for a CD but don't hesitate to pay $50 for a game" said Van Toffler, MTV's music division president. "The notion to pay 1 or two dollars to have a song and repeatedly play with it apparently isn't a big hurdle."

The games Van Toffler is talking about are the music-based “Rock Band” and “Guitar Hero”, shipped with more than 50 licensed songs each, a mix of master recordings and covers. Since then, "Rock Band" has made new music available every week as either singles or in three-pack bundles. "Guitar Hero" did the same, focusing on three-song bundles of new music and music featured in previous versions of the game. The real business consists however in the weekly updates: downloadable songs at 1 dollar each or packages sold at 5,50 dollars. The most purchased package is Metallica’s with three tracks: the legal download of these songs on other platforms has increased in average by 40% after the entrance of the band in the game.