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The price-capped AXS Official Resale platform has gone live at AEG’s London arenas
By Anna Grace on 12 Apr 2019
AEG and ticketing partner AXS have launched AXS’s Official Resale solution at AEG-owned venues the O2 and the SSE Arena, Wembley, preventing the resale of tickets for profit.
AXS first announced the UK launch of its price-capped secondary ticketing platform, then called AXS Marketplace, in June, naming the two London venues as its first partners.
AXS’ resale platform is now the only legitimate way to resell tickets that guarantee entry to both the 20,000-capacity O2 and 12,500-capacity SSE Arena, Wembley. Customers that buy tickets from other resale platforms risk having their tickets cancelled and entry denied.
AXS Official Resale allows fans to resell their tickets to others at a fair price, in the event they are no longer able to attend a show. Buyers can be assured of the legitimacy of tickets as the transaction takes place on the AXS system.
Fans will be able to see both primary and resale tickets together, giving them the choice from all available options in one place. A 10% cap on the original price paid for a ticket will be applied to resale tickets to prevent touting.
All tickets sold through the venue websites and via AXS.com will also utilise Flash Mobile Delivery, using unique digital identification technology to assign each individual ticket. This includes a dynamically changing barcode system to prevent ticket duplication and allows fans to share tickets easily with friends.
“The entire customer journey from buying tickets to attending a show will improve as a result of this new technology”
“We welcome this new safer and fairer option for visitors to our venue,” says Steve Sayer, vice president and general manager of the O2. “The new technology from our partner AXS will allow fans to access the venue in a simpler way and guarantee their tickets – whether primary or resale – are authentic, avoiding any disappointment.”
Vice president and general manager of the SSE Arena, Wembley, John Drury says “the ability to offer a fan-friendly ticketing service and resales at a fair price has long been our key goal.
“The entire customer journey from buying tickets to attending a show will improve as a result of this new technology,” adds Drury.
Robert Byrne, managing director of AXS Europe believes the technology will be a “real game-changer”.
“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,” comments the AXS managing director.
The new ticketing technology will be used for the first time at the O2 from 14 April and at the SSE Arena, Wembley from 18 April, and applies to all new events going on-sale.
AXS has been the official resale ticketing partner for AEG in North America since September 2018, serving such venues as the Los Angeles Staples Centre (21,000-cap.), New York’s PlayStation Theatre (2,100-cap.) and the Target Centre in Minneapolis (19,356-cap.).