This summer saw the UK and Ireland become the first in the world to roll out Ticketmaster’s SafeTix™ technology at festivals. Following significant success across venues in North America, the technology made its UK and Ireland debut in March, with an impressive four million SafeTix™ scans already recorded in the UK and Ireland. This technology has not only reshaped the event experience for fans but has also helped event organisers tackle the persistent problem of ticket fraud and unauthorised reselling.
The success story of SafeTix™ is evident through its rapid adoption across a multitude of events, including well-known festivals such as the Isle of Wight Festival, Parklife, BBC Radio 1’s Biggest Weekend, and iconic performances like Depeche Mode and Sam Fender at Malahide Castle and TRNSMT. The technology has now completed its rollout in 100 venues across the UK and Ireland, including the OVO Hydro and 3Arena.
SafeTix™ works by linking a fan’s digital ticket to their Ticketmaster account through an encrypted barcode that automatically refreshes every few seconds. If a ticket is transferred or sold, a new barcode is issued and linked to the recipient’s account. This feature prevents resellers from exploiting screenshots or photocopies of tickets to sell them multiple times – a huge issue for sold-out events that has now been eliminated.
One of the standout features of SafeTix™ is the inclusion of NFC (Near Field Communication) technology, offering fans a seamless “tap and go” experience when entering venues. This entry process not only enhances security but also streamlines the overall event experience, allowing attendees to focus on enjoying the event itself.
Geoff Ellis, CEO of DF Concerts, said: “We used Ticketmaster’s SafeTix™ at our sell-out Arctic Monkeys and Muse shows with great success. We used to have so many fans turn up with fake tickets they purchased at ridiculous prices from unofficial secondary sites, only to be turned away. The SafeTix™ technology has completely eliminated this issue, with a barcode that constantly updates and cannot be screenshot.”
Caroline Giddings, Director of the Isle of Wight Festival, said: “Ticket fraud is such a concerning issue, especially for sell-out festivals. Thanks to SafeTix™, we saw none of it at this year’s Isle of Wight Festival. This was not only a relief for the team but also for fans. The technology even sped up entry into the festival – an all-round winner that we won’t hesitate to continue using.”
Sacha Lord, Co-Founder of Parklife, shared the positive impact of SafeTix™ on fans: “We have fans turn up to Parklife every year with fake tickets, and it breaks our hearts to have to turn them away. But rolling out SafeTix™ for the first time this year has been a revelation. Our fans are safe from fraud and as an added bonus they have an even easier and quicker entry.”
Globally, Ticketmaster scanned more than 20 million SafeTix™ in July alone. The technology’s global reach is a testament to its effectiveness in enhancing security and the overall event experience, solidifying its role as a game-changer in the world of live entertainment.
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