Ticketmaster has unveiled a new feature for its digital-ticketing technology, called SafeTix. It’s about tying every ticket to the buyer’s smartphone via “an encrypted barcode that automatically refreshes every few seconds”, as well as NFC technology (if supported by their phone) that means they can ‘tap in’ when entering venues.
“For fans, SafeTix will provide the ability to seamlessly sell or transfer tickets to a friend’s mobile phone number or email address,” explained Ticketmaster. “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.”
But this isn’t just about benefits for fans, as you may have guessed. “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,” is how Ticketmaster put it. “Event owners to communicate directly with event attendees, providing fans with relevant venue or event-specific instructions or personalised food and beverage or merchandise offers while they are on site, and engaging with them after an event is over.”