{"id":20615,"date":"2024-02-05T14:31:18","date_gmt":"2024-02-05T11:31:18","guid":{"rendered":"https:\/\/www.tec-agency.com\/?p=20615"},"modified":"2024-06-06T11:24:24","modified_gmt":"2024-06-06T11:24:24","slug":"tec-tackles-digital-ticketing-blockchain-and-the-secondary-market","status":"publish","type":"post","link":"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/","title":{"rendered":"Digital Ticketing, Blockchain and the Secondary Market \/ TEC Tackles"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"20615\" class=\"elementor elementor-20615\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2a06ae9d e-flex e-con-boxed e-con e-parent\" data-id=\"2a06ae9d\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-17448e03 elementor-widget elementor-widget-text-editor\" data-id=\"17448e03\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Whether for the Australian Open, 6 Nations, the Super Bowl or any of the many other events taking place around the world, hundreds of thousands of sports fans this past month will have received or used a digital ticket for a sporting event.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Digital tickets are now the norm across all forms of entertainment, with even older fans now fully versed in the experience of receiving tickets via email, or via the official event or venue app, and then redeeming them onsite by scanning the individual ticket bar or QR code on their phones. \u00a0The use of digital tickets is not without pitfalls \u2013 customers can still fall foul of poor wifi or mobile connectivity at the venue, preventing them from accessing their tickets \u2013 but the simplified user experience for today\u2019s smartphone-savvy society means they are here to stay.\u00a0<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:image {\"id\":20620,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} --><\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"569\" class=\"wp-image-20620\" src=\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-1-1024x569.jpg\" alt=\"\" srcset=\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-1-1024x569.jpg 1024w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-1-300x167.jpg 300w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-1-768x427.jpg 768w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-1-1536x853.jpg 1536w, https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-1-2048x1138.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p><!-- \/wp:image --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Digital ticketing doesn\u2019t just make things simpler for the user. By binding customer ticketing accounts to their main CRMs via single sign-ons (SSOs), rights holders can offer personalised experiences for fans on site, including tailored retail offerings based on customer preferences and wayfinding support around the venue. This also enables the event organiser to better track and improve a customer\u2019s journey around the venue.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Another key benefit of digital ticketing is that it is less prone to fraud and counterfeiting, with features like dynamic QR codes and in app ticketing helping to provide greater protection for consumers. The increasing use of blockchain technologies to mint tickets, adds a further layer of security, creating tickets that are unique, traceable and tamper-proof. Crypto\u2019s image in sport has taken quite a battering in recent times, with failed sponsorship deals and the collapse of the NFT market, but the enhanced security provided means that blockchain\u2019s role in ticketing will only grow and more and more major rightsholders and their ticketing partners are adopting blockchain based ticketing solutions.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>While the influence of technology ticketing security and customer experience has largely followed a progressive upward curve, digital innovation has both accelerated and helped combat one of the industry\u2019s longest standing issues. The practice of ticket reselling has been part of the sport for many years, with cries of \u201cany tickets, buy or sell\u201d piercing the hubbub outside grounds and the furtive glances of touts as commonplace as hideous, half and half scarves. Speaking from experience, the tickets offered by these shady resellers were always overpriced and often counterfeit but a mix of demand and desperation has made many a fan roll the dice.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Technology brought the practice online, enabling resellers to use bots to beat genuine fans to tickets at the point of sale \u2013 often referred to as ticket scalping &#8211; and then offer them at vastly inflated prices on social media or other online marketplaces. As with touts outside grounds, these online transactions offer fans no security or guarantee, and the rights holder has no influence over the price or experience. In this case, technology merely accentuated the problem.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>For many, the historic Wild West of touts and dodgy deals means there is still a stigma attached to ticket reselling. However, with the supply of sports tickets increasingly squeezed by sponsor and hospitality requirements and demand skyrocketing due to global media coverage, the need for a secondary market is undeniable.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Technology has enabled specialised businesses like Viagogo and SeatGeek &#8211; and incumbents like <a href=\"https:\/\/www.ticketmaster.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ticketmaster<\/a> &#8211; to legitimise the secondary market by creating regulated online marketplaces, often in partnership with rightsholders, that enable fans to sell unwanted tickets or pay that bit extra for a particular game if they want. These online platforms offer security in the form of guarantees on ticket authenticity (or your money back) but prices, due to demand remain high and unrestricted. This is where blockchain technology can help. Ticket providers can use the blockchain to programme a price ceiling into the ticket, preventing exorbitant resale fees but also build in a commission for the original seller, which is activated on resale. This ensures fans are protected from unfettered price hikes and enables rights holders to share in the profits from the secondary market, creating a much fairer system for both attendees and organisers.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>For businesses looking to digitize their ticket offering \u2013 or upgrade their existing digital solution \u2013 their strategy should be shaped by how technology can improve the user\u2019s experience at the point of sale and ingress and protect them from fraud. They must also balance this with a need to maximise sales and ensure that stadia are filled. As addressed here, creating ticketing solutions bound to your central CRM via SSOs and integrating blockchain technologies that prevent fraud, protect prices and build in commissions are great places to start.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Calling on our learnings across almost a decade of providing digital experiences for leading sports events and music festivals, we have analysed the fan journey across the different stages of event engagement. From ticket purchases to post-event surveys, we\u2019ve dived into the technologies that have had the greatest impact and those that are likely to shape the event experience of the future.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"vamtam-has-theme-widget-styles elementor-element elementor-element-ce7bca8 elementor-widget elementor-widget-button\" data-id=\"ce7bca8\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/The-technology-transforming-the-live-event-experience.pdf\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Download our complete whitepaper below.<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Whether for the Australian Open, 6 Nations, the Super Bowl or any of the many other events taking place around the world, hundreds of thousands of sports fans this past month will have received or used a digital ticket for a sporting event. Digital tickets are now the norm across all forms of entertainment, with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":20616,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[],"class_list":["post-20615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tectackles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digital Ticketing, Blockchain and the Secondary Market \/ TEC Tackles<\/title>\n<meta name=\"description\" content=\"Embrace digital tickets for seamless entertainment. Redeem easily via email or event app, but stay connected. 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Secure your hassle-free tickets now!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/\" \/>\n<meta property=\"og:site_name\" content=\"TEC\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-05T11:31:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-06T11:24:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1422\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bianca Maxim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bianca Maxim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/\"},\"author\":{\"name\":\"Bianca Maxim\",\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/#\/schema\/person\/1791bf28b0001220c96af2b460cf16e1\"},\"headline\":\"Digital Ticketing, Blockchain and the Secondary Market \/ TEC Tackles\",\"datePublished\":\"2024-02-05T11:31:18+00:00\",\"dateModified\":\"2024-06-06T11:24:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/\"},\"wordCount\":860,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/#organization\"},\"image\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-scaled.jpg\",\"articleSection\":[\"#TECTackles\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/\",\"url\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/\",\"name\":\"Digital Ticketing, Blockchain and the Secondary Market \/ TEC Tackles\",\"isPartOf\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/dev.tec-agency.com\/tec4\/tec-tackles-digital-ticketing-blockchain-and-the-secondary-market\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dev.tec-agency.com\/tec4\/wp-content\/uploads\/2024\/02\/TEC-Tackles-Digital-Ticketing-Blockchain-and-the-Secondary-Market-scaled.jpg\",\"datePublished\":\"2024-02-05T11:31:18+00:00\",\"dateModified\":\"2024-06-06T11:24:24+00:00\",\"description\":\"Embrace digital tickets for seamless entertainment. 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