OVO Hydro to be first UK pilot to use enhanced Wallet functionality.
Ticketmaster, in partnership with Google, has launched its interactive pass functionality in Google Wallet across its Europe, Middle East and African markets. Glasgow’s OVO Hydro will pilot the Wallet’s full functionality as a showcase for the launch.
The enhanced passes turn tickets into a real-time communication channel, allowing fans to receive event updates, event information, and connect directly to services such as merch, venue apps and other services.
Passes also support interactive elements such as action URLs, enabling in-pass commerce and direct fan journeys without leaving the wallet.
At OVO Hydro, which hosts over one million visitors annually, the enhanced passes will be used to deliver timely event information and streamline the in-venue experience at scale.
“We were early adopters on Apple Wallet, and now, critically, we’re bringing the same enhanced pass experience to Google Wallet. With over a million visitors each year, they will give us a powerful new way to deliver real-time information and a more seamless experience at scale. It’s a clear step forward in how we’re continuing to innovate and lead on fan experience,” said Julie Carson, Head of Ticketing, OVO Hydro.
For venues and promoters, the passes introduce new ways to engage fans beyond entry, including in-pass updates, service links, and commercial opportunities such as merchandise and partner integrations.
The functionality is managed through Ticketmaster’s TM1 platform, enabling organisers to control content, branding, and communication in one place.
“Fans don’t remember the technology behind a ticket, they remember how the experience felt from start to finish. What we’re doing with enhanced Google Wallet passes is making that experience more connected, more useful and more intuitive – giving fans the right information at the right time, directly in their pass”, said Sarah Slater, Managing Director, Ticketmaster UK.
Additional venues will be expected to roll out the functionality following the UK OVO Hydro launch, with the technology already being adopted by venues globally.
