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AEG ends ties with StubHub, launches AXS Marketplace

Launched in response to a "noticeable shift in the industry", AXS Marketplace will limit resale prices to 10% above face value, similar to Eventim's FanSALE

By Jon Chapple on 26 Jun 2018

The O2 in London

The O2 in London

AXS has announced the launch of its first price-capped secondary ticketing platform in the UK, signing up AEG’s London venues the O2 and SSE Arena Wembley as the first partners.

AXS Marketplace – which the company says it also plans to roll out across various European markets – will allow the resale of tickets at no more than 10% above the original price paid.

Built-in controls also allow artists and promoters to enforce any restrictions on the resale of tickets to their shows, and a dynamically changing barcode ensures the digital-only tickets (delivered to mobile devices via Flash Seats) cannot be counterfeited or shared illegally.

Both primary and secondary tickets will be visible to consumers at the point of purchase, which AXS says will “eliminate confusion and remove fan anxiety as to whether their ticket is actually valid for entry”. For sellers, meanwhile, AXS Marketplace will be the “only ticketing solution that allows fans to buy and then resell through the same platform”.

AEG-run AXS is the latest major ticket agency to launch its own ‘fair value’ ticket resale site, amid a growing backlash against high prices in the traditional secondary ticketing market. StubHub was formerly the exclusive resale partner for the O2; a StubHub spokesperson tells IQ the two parties have mutually ended their relationship.

“StubHub and AEG have taken the mutual decision to end their partnership after five years,” reads a statement, “as AEG moves exclusively to AXS. In this time, we have enjoyed a successful partnership with AEG in the UK.

“As we part ways, we welcome the increased competition which AEG’s marketplace will bring to consumers and the industry at large.”

AXS Marketplace’s launch follows that of See Tickets’ Fan to Fan and Eventim UK’s FanSALE, as well as fast-growing industry backed platform Twickets, all of which similarly cap resale prices (Fan-to-Fan and Twickets at face value and FanSALE at +10% above).

“More of our artists and promoters want a better solution to ensure fans get an authentic ticket at a fair price”

Robert Byrne, managing director of AXS Europe, says: “AXS is proud to provide a fully integrated platform across both the primary and resale markets, giving everyone the opportunity to sell and purchase tickets at a capped, fair price. This will help prevent ticket touting and help combat illegal counterfeiting.

“We know that fans, artists and their representatives have been looking for a solution to these issues for a long time and we believe AXS Marketplace with Flash Seats mobile delivery will be a real game-changer. I’m also really pleased that AXS is partnering with AEG on this important initiative and delighted that such iconic venues like the O2 and the SSE Arena Wembley will be leading our launch plans.”

“There has been a noticeable shift in the industry recently, and more of our artists and promoters want a better solution to ensure fans get an authentic ticket at a fair price,” adds Tom Miserendino, president and chief executive of AEG Europe. “We have been deeply impressed with this technology and what it allows us, our partners and our customers to do.

“Through AXS Marketplace, Flash Seats mobile delivery and capped pricing, we can now deliver this. It is fairer for fans, eliminates counterfeiting, combats touting and allows us to have a complete view of everyone at the event.

“We have listened and responded. This partnership is a ground-breaking solution for ticketing in Europe and we encourage other ticketing providers selling seats at our venues to join it.”

The announcement was also welcomed by Adam Webb, campaign manager for anti-touting campaign group FanFair Alliance. He says: “While our campaign has helped deliver significant legislative and regulatory changes, we are now seeing tangible progress in the UK’s ticketing market and a seemingly unstoppable trend towards services that offer consumer-friendly resale.

“AXS Marketplace looks like a significant addition to these, capping resale at 10% of the original ticket price and deploying mobile technology so that artist teams can better protect fans and lock out the touts. Our supporters will look forward to further information from AXS about the platform’s rollout and launch.”


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