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Ticketmaster launches SafeTix for digital tickets

Ticketmaster enhances security of digital tickets with SafeTix, issuing unique, encrypted tickets to prevent fraud and provide organisers with more data on attendees

By Anna Grace on 17 May 2019

SafeTix, Ticketmaster

Ticketing giant Ticketmaster has launched SafeTix, adding anti-counterfeiting features to digital tickets and providing event owners with more data about event attendees.

The SafeTix feature issues buyers with a unique, identifiable digital ticket. The tickets are tied to each fan’s mobile phone through an encrypted barcode that automatically refreshes, preventing the use of screenshots to duplicate tickets.

The tickets also include near-field communication (NFC) technology to allow attendees to enter venues with a “tap and go” experience.

Fans can sell or transfer tickets to a friend’s mobile number or email address. A new digital ticket is tied to the recipient’s account and phone each time a ticket is transferred or sold, making the journey of each issued ticket visible to organisers.

This visibility provides event organisers with more data on each individual fan attending their event, rather than just that of the original ticket purchaser. Organisers can communicate directly with attendees, providing fans with venue- or event-specific information and personalised food, drink and merchandise offerings.

“SafeTix will allow fans to arrive at a show or game with confidence that their tickets are always 100% authentic”

“Given that a new ticket is issued every time there is a transfer or sale, event owners have the ability to develop a unique relationship with each fan, leading to in-venue personalisation and future communication while increasing their known fanbase,” says Justin Burleigh, chief product officer of Ticketmaster, North America.

“SafeTix will allow fans to arrive at a show or game with confidence that their tickets are always 100% authentic and will dramatically reduce the amount of ticket fraud event owners are dealing with on event day.”

SafeTix will be used across NFL stadiums for the 2019 season and for a variety of touring artists. It will be available at additional participating venues in the future.

Later this year, fans will also be able to add contactless tickets to Apple Wallet, allowing them to enter venues easily and securely using their iPhone or Apple Watch. Tickets are automatically selected when a customer holds their iPhone near the ticket reader, using proximity-based technology.

Apple and Ticketmaster unveiled the integration this month during the opening keynote at Transact, the world’s premiere FinTech conference.

Ticketmaster acquired blockchain-ticketing service Upgraded in October 2018.


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