Google is bolstering its music offering by acquiring streaming music service Songza.
Songza said that "no immediate changes to Songza are planned, other than making it faster, smarter, and even more fun to use."
The news hit right as the U.S. vs. Belgium World Cup match began, which Songza acknowledged in a blog post titled "Today's Other Big Match."
"We can't think of a better company to join in our quest to provide the perfect soundtrack for everything you do," Songza said.
Google already offers Google Play Music, while YouTube is reportedly prepping a subscription service, too. But it's certainly not the only tech giant in the field and likely needs to up its game in the face of Spotify, Amazon Prime Music, and the now Apple-infused Beats Music.
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Songza differentiates itself via Music Concierge, which serves up tunes based on your mood, time of day, and popular genres. If you navigate to its website right now, for example, you're greeted with a message that says "It's Tuesday afternoon: play music for boosting your energy, working in an office, or working (no lyrics)."
In March, meanwhile, Songza teamed with The Weather Channel to offer playlists based on local weather data, in an effort to better predict your state of mind and provide the right music to help improve it.
Perhaps an integration with Google Now could help predict the best tunes for your situation?
For more, check out PCMag's Feb. 2013 interview with Songza co-creator Elias Roman. Also see our reviews of Songza for Android, iPhone, iPad, and the Web.