Mobile becomes battlefield for live-event ticketing
Ticketmaster’s announcement last week that it is has acquired mobile live-event ticketing platform Eventjoy reflects an increasingly competitive environment in which established sellers are vying to retain market share against a host of start-ups and the mobile-first ticketing efforts of event organizers.
Compared to the relatively staid world of mobile movie ticketing, which is dominated by the major movie-theater chains, the free-for-all live-event industry involves an ever-changing cast of characters. New partnerships and mergers such as the Ticketmaster-Eventjoy hookup and others in which ticket sellers such as StubHub have teamed with Apple Passbook are pointing toward the evolution of unique mobile experiences in ticket buying.
“The concert and live-event ticketing industry has a big cast of characters involved, each of whom fiercely protect the percentages or slices they’ve carved out, and who are fiercely resisting change because of the perceived threat to their profit,” said James McNally, director of business development, Fuzz Productions, New York.
Fuzz Productions has worked with mobile ticketing concerns such as LeapSeats, a company that facilitates instant, in-stadium seat upgrades through a mobile application.