Mobile ticketing is “the way forward,” says Ticketmaster UK MD Andrew Parsons.
Last weekend, 12 – 14 July, was one of the biggest for the Ticketmaster UK team, ensuring huge festivals such as TRNSMT, Lovebox and Citadel went off without a hitch.
With more digital tickets processed at greenfield sites than at any time since the technology’s introduction, a third of tickets at Glasgow’s TRNSMT Festival (Friday 12–Sunday 14 July) were mobile-only, while in 100% of Ticketmaster tickets at Lovebox (12–13 July) and Citadel (14 July) were delivered to fans’ mobile phones.
“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,” explained Andrew Parsons, managing director of Ticketmaster UK.
“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.”
You can read the full story at IQ.
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Top photo, credit: Gaelle Beri
