AEG’s ticketing system AXS has announced a ticket resale platform in the U.K., dubbed AXS Marketplace, and after partnering with venues O2 and The SSE Arena, Wembley, the company hopes to expand throughout Europe.

AXS Marketplace will cap the resale price of tickets at 10 percent above the price paid by fans, and allow artists and promoters the opportunity to set restrictions on the resale of their tickets through “built in controls.”

“For the first time ever, tickets for sale using AXS, including primary and secondary, will be visible to consumers at the point of purchase in real time,” AEG announced in a statement. “It will also eliminate confusion and remove fan anxiety as to whether their ticket is actually valid for entry.”

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According to Pollstar, AEG explained that the two biggest criticisms within the primary and secondary markets include the transparency about the actual amount of tickets available in the primary onsale and the uncertainty of tickets purchased on the secondary market. With AXS Marketplace’s “Flash Seats,” each ticket replaces a PDF attachment to an email with digital ID technology. The barcode system ensures that the ticket is not copied or shared illegally, therefore binding that ticket to the buyer.

AXS Europe Managing Director said that the AXS Marketplace will not only help prevent ticket touting but also combat illegal counterfeiting. He described the Flash Seats mobile delivery as a “real game-changer” that will act as a solution to the issues artists and fans have been looking for in the industry. Similarly, President and Chief Executive of AEG Europe, Tom Miserendino, described it as a “ground-breaking solution for ticketing in Europe.”

The O2, London has ended their partnership with StubHub to join forces with AXS Marketplace. According to AEG, the move to partner with two of Europe’s biggest venues marks a “shift in the live entertainment industry.”

“StubHub and AEG have taken the mutual decision to end their partnership after five years,” a StubHub spokesperson said. “In this time, we have enjoyed a successful partnership with AEG in the UK. As we part ways, we welcome the increased competition, which AEG’s marketplace will bring to consumers and the industry at large.”

Additionally, the UK’s FanFair Alliance commented on the announcement. Campaign manager Adam Webb said that he sees the launch as “a seemingly unstoppable trend towards services that offer consumer-friendly resale.”


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