Ticketmaster enhances security of digital tickets with SafeTix, issuing encrypted tickets to prevent fraud and provide organisers with data on attendees
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It's clear mobile ticketing is "the way forward", says Ticketmaster UK MD Andrew Parsons, after a successful weekend at Trnsmt, Lovebox and Citadel
By Jon Chapple on 18 Jul 2019
The long weekend of 12–14 July was one of the biggest in recent memory for the Ticketmaster UK team, with more digital tickets processed at greenfield sites than at any time since the technology’s introduction.
A third of tickets at Trnsmt in Glasgow (Friday 12–Sunday 14 July) were mobile-only, and 100% of Ticketmaster tickets at Lovebox (12–13 July) and Citadel (14 July), held in Gunnersbury Park, London, were delivered to fans’ mobile phones.
Festivalgoers were reminded in advance to download tickets using the TM mobile app; for those that didn’t, wifi hotspots were set up in the queue so getting into the festival was as quick as possible.
A transfer function, meanwhile, enabled fans to pass tickets to the phones of other people in their party – every person needed their own individual downloaded ticket – meaning Ticketmaster and the festivals knew every person entering the site (rather than just the buyer), reducing ticket fraud while increasing in- and post-event marketing potential.
“Our team scanned more mobile tickets than ever before at events across the UK last weekend, with 100% of tickets at Lovebox and Citadel delivered to fan’s mobiles,” explains Andrew Parsons, managing director of Ticketmaster UK.
“It was a fantastic outcome for us and, most importantly, the fans”
“What we saw was the fast and frictionless entry of fans into the shows they love, along with a significant reduction in ticket fraud. A further benefit of mobile tickets is that we now know the individual attendees who walked through the festival gates, so we’ve increased our marketing potential even further.
“We’re in the business of happy fans, and it’s clear from a very successful weekend that mobile is the way forward.”
Rory Bett, CEO of Lovebox and Citadel promoter MAMA, adds: “This was our first foray into using mobile tickets at Lovebox and Citadel and we’re pleased to say it was huge success. It was one of the most effortless experiences we’ve had getting fans on site, and quick, too.
“Together with the Ticketmaster team it was a fantastic outcome for us and, most importantly, the fans. We’re now looking ahead to the rest of the festival season and beyond.”
Ticketmaster began rolling out SafeTix, its new anti-counterfeiting technology for digital tickets, in North America earlier this year.
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