Ticketmaster Launches SafeTix To Reduce Scalping While Tracking Identity

Ticketmaster has launched what it calls the next generation of digital ticketing, SafeTix™. The new feature ties 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.

These enhancements protect against tickets being screenshotted or photocopied and sold multiple times by unscrupulous resellers. Legitimate resell or transfers to mobile phone number or email address is still possible. 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.

SafeTix™ is built on the Presence platform and intended to enhance its venue access control platform, which launched in 2018.

SafeTix also gives event owners control over their tickets by providing 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 the more than 300 additional Presence-enabled venues in the U.S. In 2019 more than 350 venues are scheduled to come onboard.

Later this year, fans will be able to add contactless tickets to Apple Wallet so they can enter venues with their iPhone or Apple Watch. Using proximity-based 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.

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.

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Eric T. Parker oversees operations and contributes editorial for MusicRow's print magazine, MusicRow.com, the RowFax tip sheet and the MusicRow CountryBreakout chart. He also facilitates annual events for the enterprise, including MusicRow Awards, CountryBreakout Awards and the Rising Women on the Row. [email protected] | @EricTParker

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