Ticketmaster sent a press release Wednesday announcing its new “SafeTix” system, which it touts as a “next generation access control platform” tied to its Presence software system. The encrypted tickets will provide event owners and venues a wealth of user data and the ability to market to ticket-holders directly through their tickets, while simultaneously disabling a consumer’s ability to transfer tickets to anyone without using Ticketmaster’s proprietary system.
Built on the Presence platform, SafeTix leverages new technology to give event owners control over their tickets by tying a unique, identifiable digital ticket to each fan’s mobile phone through an encrypted barcode that automatically refreshes every few seconds. The tickets also include NFC technology that will allow fans to enter venues through a simple “tap and go” experience at venue entrances.
It is unclear how SafeTix will be different from Ticketmaster’s “dynamic barcode” system, which announced as in a trial period for at least three venues earlier this year. Today’s announcement, however, indicates that the rollout will be far more substantial – “scheduled to be installed in 350+ venues” in 2019, according to notes at the bottom of the release. Those venues include NFL stadiums and other presence-enabled buildings.
Clearly, the boon on the closed-loop system is that Ticketmaster and its venue partners and rights-holders will have access to a wealth of user data at their fingertips, including the ability to market to them far beyond the ads consumers have grown accustomed to on their print at home PDF tickets. The release touts the fact that the digital tickets are tied to recipient accounts and mobile devices, providing “complete visibility” into the custody of the ticket. “Communication tools provided in the Presence platform will allow event owners to communicate directly with event attendees providing… personalized food and beverage or merchandise offers while they are on site, and engaging them after an event is over,” the release continues.
“Because a new ticket is issued every time there’s a transfer or sale, event owners have the ability to develop a unique relationship with each fan, leading to in-venue personalization and future communication while increasing their known fanbase,” says Justin Burleigh, Chief Product Officer of Ticketmaster.
It is unclear from the release whether or not any accommodations are planned for users who lack the income to have an app-enabled smartphone in this new system, though the release did note its investment in Blink Identity, a facial recognition company, in the release.
Read the full release below:
Ticketmaster Adds SafeTix™ Encrypted Tickets to Next Generation Access Control Platform
Latest Innovation Adds Anti-Counterfeiting Features to Tickets and Provides Event Owners Greater Visibility Into Event Attendees
Los Angeles, CA — Ticketmaster, the global leader in ticketing, announced today the launch of SafeTix™ to enhance its next generation digital ticketing and venue access control platform, Ticketmaster Presence™, which launched in 2018.
Built on the Presence platform, SafeTix leverages new technology to give event owners control over their tickets by tying a unique, identifiable digital ticket to each fan’s mobile phone through an encrypted barcode that automatically refreshes every few seconds. The tickets also include NFC technology that will allow fans to enter venues through a simple “tap and go” experience at venue entrances. These enhancements protect against tickets being screenshotted or photocopied and sold multiple times by unscrupulous resellers.
For fans, SafeTix will provide the ability to seamlessly sell or transfer tickets to a friend’s mobile phone number or email address. With the new technology, each time a ticket is transferred or sold, a new digital ticket will be tied to the recipient’s account and phone, providing complete visibility into the chain of custody of each issued ticket.
As a result, SafeTix will provide event owners much greater visibility into the individual fans who come to a live event, in addition to the original ticket purchaser. Communication tools provided in the Presence platform will allow event owners to communicate directly with event attendees, providing fans with relevant venue or event-specific instructions or personalized food and beverage or merchandise offers while they are on site, and engaging with them after an event is over.
“Because a new ticket is issued every time there’s a transfer or sale, event owners have the ability to develop a unique relationship with each fan, leading to in-venue personalization and future communication while increasing their known fanbase,” said Justin Burleigh, Chief Product Officer of Ticketmaster, North America. “SafeTix will allow fans to arrive at a show or game with confidence that their tickets are always 100% authentic and will dramatically reduce the amount of ticket fraud event owners are dealing with on event day.”
SafeTix will be used across NFL stadiums for the 2019 season and for a variety of touring artists. It will also be available at additional Presence-enabled venues in the future.
Later this year, fans will be able to add contactless tickets to Apple Wallet so they can enter venues easily and securely with only their iPhone or Apple Watch. Using NFC technology, tickets are automatically selected when a customer holds their iPhone near the ticket reader. Apple and Ticketmaster unveiled the integration this month during the opening keynote at TRANSACT, the world’s premiere FinTech conference.
Additional Information on Ticketmaster Presence:
- Ticketmaster Presence is currently enabled at more than 300 venues in the United States
- As many as 97% of fans entered NFL games using Ticketmaster ticketing technology in the 2018 season, totaling more than 8.3 million fans using the platform for 300 regular season NFL games
- In 2019, Presence is scheduled to be installed in 350+ venues
- Ticketmaster Presence was named “Best in Sports Technology” at the 11th Annual Sports Business Awards
- In 2018, Ticketmaster announced an investment in Blink Identity, a facial recognition company as well as the acquisition of Upgraded, a blockchain ticketing company, continuing its commitment to identity-based ticketing
Ticketmaster is the global market leader in live event ticketing processing over 500 million ticket transactions per year across 29 countries. Through exclusive partnerships with thousands of venues, artists, sports leagues, and performing arts centers and theaters, Ticketmaster delivers unparalleled access to the most iconic live events to millions of fans worldwide.