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The annual guide to the global live entertainment ticketing business
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The central Asian territory has seen significant advances in ticketing since the arrival of the now dominant iTicket.
Primary ticketing
Launched in 2016 by one of the country’s leading entrepreneurs, Ziya Mammadov, iTicket has grown to become the dominant ticketer, claiming a 95% market share. “I saw that the ticketing companies operating in Azerbaijan were from other countries and weren’t offering a very satisfying experience, so I wanted to create a ticketing company,” says Mammadov.
The company has ticketed the national Formula 1 events, Islamic Games, football matches, many concert halls, and all government events and venues. It offers high-tech solutions such as 3D maps of venues, showing prospective buyers exactly what their view of the stage would be. The firm also has a promoter division.
Distribution of sales
“When we started in 2016, tickets were 90% paper and 10% digital. Now, it’s 95% digital and 5% paper,” says Mammadov. “There are still some older people who like to buy paper tickets from our kiosks.”
Secondary ticketing
Reselling tickets was outlawed in Azerbaijan, following concerted lobbying by iTicket. “Thanks to the government, we have reduced the secondary market by 95%,” says Mammadov. Nonetheless, Viagogo, StubHub, and other platforms exist.
Around 80% of commercial concerts in Azerbaijan are by international acts
Mammadov says iTicket is planning to create a fan-to-fan exchange platform for people who can no longer attend events.
International/domestic splits & genres
Around 80% of commercial concerts in Azerbaijan are by international acts and 20% by domestic talent.
Cultural analysis
The arrival of iTicket almost ten years ago has seen massive improvement in the technology side of ticketing in the market. Digitalisation has become commonplace, and ticket scanning at venues is now much faster, enabling much quicker entry to venues.
The increasingly busy live entertainment sector is burgeoning and on a growth path.
Taxes & fees
VAT is 18%, which applies to tickets and is paid by ticketing companies.