Pop star fans, supporters, artists and managers: who hasn’t been frustrated by the experience of buying tickets to concerts and major sporting events, which sell out within hours and then become available again on “unofficial” channels Are?
Recent investigations by Agcom and the Guardia di Finanza have revealed a structured system of scalping created on the occasion of Italian concerts of Coldplay and Blanco, managed by unsuspecting students and housewives, who according to the authorities make astronomical figures. is worth. 2.5 million euros. And this is probably just the tip of the iceberg. For the entire live events sector, a turning point is inevitable, which can already be recognized thanks to the technological solutions available today.
Furthermore, it is not an Italian problem: last January, during a United States Senate hearing aimed at shedding light on ticket sales for Taylor Swift’s “Era” tour, the monopoly company revealed for the first time how their systems were targeted by “bots” or software used to illegally obtain tickets and feed the black market.
Although in that case, according to the company, “bots” were unable to penetrate the system and acquire tickets, the attack still required a suspension of sales, resulting in a poor experience for the end user.
What are the possible solutions and what areas should the industry prioritize now to implement change? As an established player in the field of advanced digital solutions for the events sector, SECUTIX seeks to shed light on the dynamics of “secondary ticketing” and identifies three areas where technological solutions can improve the ticketing experience.
,Fans are demanding a new approach to live events, and we believe ticket buyers deserve better. The same artists, managers and sports clubs today seek to establish a direct relationship with their ‘true audience of fans’.”, commented Alessandra Cioloto, SECUTIX General Manager in Italy.
First, the events sector needs to abandon the outmoded approach to ticketing, understood as the resale of coupons combined with a physical seat. Ticketing strategies focused on communities, mobile prioritization, and digital assets can create a loop-controlled peer-to-peer environment that disables scalpers and puts it back in the hands of artists and fans. According to SECUTIX, this model can help rebuild the trust in live event organizers that has been damaged today.
- leverage communities
The audience and fan community are at the heart of a live event and engaging them early through recognition and awards is key to a successful event.
Visionary organizations are increasingly focused on building their communities into a platform that opens channels for conversation, provides opportunities for fans to create valuable content, and a place where ticket sellers can truly make a difference. The most loyal fans can join in to listen.
Connecting the community to the ticket office allows fans a simple and seamless route to the event and, on the one hand, has an important role in sales strategy. In this way, artists and sports clubs can also set up special packages for the most active fans, creating a more intimate relationship based on established criteria that rewards their “best customers” and builds loyalty.
We hope to see more organizations invest in loyalty programs. And, where communities are already established, in both the physical and digital worlds, we will see the next level of achievement thanks to new technologies like the Metaverse.
- “Mobile First”
Ticket fraud costs the global events industry hundreds of millions of Euros. The solution to this problem requires using mobile ticketing as a first option; We believe it is only a matter of time before this becomes the standard.
Digital ticketing using blockchain technology allows event organizers to deliver a seamless user experience as well as advanced safety and security at scale. For example, SECUTIX’s TIXNGO mobile ticketing solution has already been adopted by the world’s biggest sporting events and top performers, including Ed Sheeran on last year’s tour of the Stade de France.
In that case, 176,000 tickets were sold digitally only, with no option to buy paper. Accessible via the Stade de France mobile application (powered by TIXNGO), the solution was optimal against ticket forgery, which Ed Sheeran’s French tours have suffered from in the past.
On all occasions, we have verified that the implementation of this technology is independent of the demographic it was aimed at, and has been accepted by young and old alike.
Mobile-first ticketing that also has digital asset capabilities also allows you to take advantage of Web3 innovations for new opportunities in the events industry. It’s not just about putting QR codes in phones, it’s introducing mobile-first Web3 products and services that add value to true fans, such as souvenir tickets, loyalty badges, collectibles.
- digital resources
Many people in the live events industry are thinking about Web3, but very few are actually taking action right now. Most visionaries have started working with the right partners to focus on a strategy to build an ecosystem of digital assets from blockchain to digital assets to the metaverse.
The introduction of digital assets, specifically souvenir tickets, loyalty badges, collectibles will appeal to GenZ and younger fans. From a business perspective, digital assets will integrate with both fan engagement and ticketing solutions, allowing for more direct and continuous relationships with audiences beyond the moments of live events.
Web3 is a huge opportunity, and event organizers need to start devising the best strategy to enter this space with the right infrastructure and tools. Like all innovations, we understand that they may be out of their comfort zones right now, but it is up to the live entertainment industry to rise to the challenge that technological advancements throw at us.