Forum Melbourne to be first fully digital venue in Oz

Forum Melbourne (2,000-cap.) will be the first venue in Australia to adopt a fully mobile ticketing service, powered by Ticketmaster.

The partnership between Ticketmaster and Marriner Group will allow the venue operator to utilise the latest tool in Ticketmaster’s portfolio, offering fans an easy and secure ticketing system.

“Digital ticketing is the future and our partnership with Marriner Group is another step in our mission to put mobile first,” says Maria O’Connor, managing director of Ticketmaster Australia and New Zealand.

“Getting the technology live across all shows at the iconic Forum Melbourne is a huge milestone in this journey making fans lives easier,” adds O’Connor. “By replacing paper and print-at-home tickets we can speed up venue access, while also protecting venues against fraud and enhancing security overall.”

The launch of mobile ticketing at Forum Melbourne follows a successful roll out of digital tickets for the Harry Potter And The Cursed Child theatre shows at Marriner Group’s Princess Theatre in Melbourne.

“Getting the technology live across all shows at the iconic Forum Melbourne is a huge milestone in this journey making fans lives easier”

Speaking of the experience at Princess Theatre, Marriner Group director Kayely Marriner comments: “The platform is extremely user-friendly and convenient.”

The first events to go on sale at Forum Melbourne with 100% digital tickets will be shows for Maribou State, James Blake and Tycho, promoted by Secret Sounds.

“Innovating is critical to us here at Secret Sounds,” says co-chief executive. Paul Piticco. “A fully digital ticketing system means less scalping, safe and easy transfer to friends, and a better environmental outcome by not printing or producing tickets. We are in!”

Live Nation-owned Secret Sounds promotes Australian festivals including Splendour in the Grass and Falls Festival.

According to the International Ticketing Yearbook 2018, Ticketmaster is one of two dominant primary ticketing companies in Australasia, with TEG-owned Ticketek.

As part of its digital ticketing service, Ticketmaster recently launched SafeTix in the United States. SafeTix issues tickets with encrypted, automatically refreshing barcodes, preventing duplication and allowing organisers to identify each attendee at their event.

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