Many companies in the secondary ticketing market are worried about the effects that paperless ticketing might have on their business — therefore, more and more of the industry’s key players are acquiring additional services as a way to draw more attention from consumers.
eBay-owned StubHub, a popular online ticket exchange, has acquired Peekspy, a company that develops 3D mapping technology for entertainment venues. Peekspy’s website, Fanvenues, lets users see a 3D view of the vantage point from a chosen section of seats.
Financial terms of the deal were not disclosed, but Peekspy will be moving from Singapore to San Francisco.
Prior to purchasing Peekspy, StubHub acquired Zvents, which is an event discovery and marketing service that allows users to find local entertainment events and helps advertisers to promote these events.
StubHub’s latest acquisition puts the company on a growing list of those in the ticketing industry that are partnering with fellow companies in an attempt to expand their services while integrating marketing, social media, and sales.
For instance, TicketNews recently discussed the purchase of Setlist.fm by Live Nation. Setlist.fm links available songs and videos to actual concert set lists posted by users. The site provides fans with more interaction and a unique way to discover music. Live Nation hopes to expand Setlist.fm’s reach by developing versions for mobile devices and applications.
Ticketmaster recently partnered with Spotify to utilize a user’s music app activity to make nearby concert recommendations. The all-in-one Facebook app also allows users to browse upcoming shows, read reviews, and check out which shows their friends are attending. Similar to Peekspy, the app uses mapping technology, but the difference is that ticket purchasers are able to tag their seats, which allows their Facebook friends to purchase close-by seats.
TiqIQ.com has developed a similar Facebook application that allows users to share which events they are attending and where they are sitting. TiqIQ Connect provides a “Who’s Going” button that directs users to Facebook where they can then view a seating chart with friends’ locations and send messages to those attending. TiqIQ pulls ticket information and prices from several online sources, including StubHub.com and eBay.
With the increased use of the controversial paperless tickets, many secondary ticket brokers are looking to expand their services as a way to stay ahead.
StubHub, which is involved with the Fan Freedom Project, which opposes paperless ticketing, says that the move to the new technology would “destroy the secondary market.”
Paperless tickets eliminate the resale of live entertainment tickets by ticket brokers as well as by the ticket purchasers themselves.
While the future of paperless ticketing is unknown and so too is its effect on the secondary ticketing market, brokers such as StubHub continue to be popular among ticket buyers who were unable to get their hands on tickets from a primary source.
The incorporation of additional services, such as 3D seating charts, makes what was once just a place to purchase tickets an all-in-one ticketing destination.