Over the past year our teams have been working hard to ensure fans continue to receive the best fan experience throughout COVID-19 and beyond.


Our Event/Artist Pages have had a complete makeover with:

  • News module
  • Video and image Gallery
  • Countdown widget for the event day
  • Line up section including day splits and poster inclusions for festivals
  • FAQS section to cover everything from tour routing, to support acts, accessibility information and COVID-19 restrictions

The new layout also has a larger header component for your event image, a clearer Artist bio section with an image and user navigation is improved through tabs that sit at the top of the page.

Securing tickets

This year we introduced Smart Queue for high demand on sales. Smart Queue assigns fans a unique ID and timestamp to ensure a fair buying experience and has clear messaging throughout the process so that fans know their place in the queue and how long it might take until they can select their tickets.


We’ve added more ways to pay this year, adding Klarna to give fans a quick, easy and seamless option to buy now and pay later.

Did you know: giving fans the option to pay later increases the average order value by 15% and the number of tickets by 2.15% per order.

Data from Ticketmaster and Klarna

Fans can also now add tickets to their Apple or Google Wallet for quick and easy access on the go.


We added more opportunities to communicate COVID-19 restrictions across our channels this year including event pages, triggered emails and the digital ticket itself, with clearly displayed options for socially distanced seating, staggered entry times, contactless ticket transfer and more.

Fan Support

In the midst of over 25,000 cancelled, rescheduled and postponed events this year, we’ve been there for fans when they have needed us most. With quick response times, great service from our fan support teams, development of our digital support services and a huge amount of info on our Help site, fan satisfaction has had a boost reaching a record high Trustpilot score of 4.65 in April and a new record set in September with 4.8.