Ticketmaster aligns with VenueNext on mobile commerce

Global ticketing giant Ticketmaster has struck a multiyear partnership with mobile commerce technology company VenueNext to enable contactless payment and ordering services for Ticketmaster users and clients.

VenueNext’s mobile ordering capabilities will be integrated within Ticketmaster’s ecosystem, allowing fans to order various upgrades, concessions, and other goods and services within a single platform. Integrations will happen within both Ticketmaster’s own mobile app and client-specific apps.

The partnership will allow for the blending of digital tickets with other elements such as the purchase of in-venue amenities and experiences, and will allow for deep customization of special offers, as well as reduced wait times at venue pick-up windows.

The contactless, heavily mobile nature of combination also is particularly important for Ticketmaster as the company and corporate parent Live Nation seek to recover from the historic battering of the global live events industry due to the Covid-19 pandemic.

“Ticketmaster has been leading the transition to mobile ticketing due to its many benefits for artists, teams, and fans, from fraud prevention to streamlined event-day experiences and more,” said Amy Howe, Ticketmaster global chief operating officer.

“Now with the new health and safety guidelines for live events accelerating demand for digital ticketing to an all-time high, we’ve partnered with forward-thinking companies like VenueNext to co-create the most innovative technologies available to help fans get back to seeing their favorite artists, players, and teams in person that much sooner,” Howe said.

VenueNext was first developed by the National Football League’s San Francisco 49ers during that team’s construction of Levi’s Stadium.

“By partnering with Ticketmaster, we significantly extend the reach and depth of our products,” said Anthony Perez, VenueNext chief executive. “In this new era, venues and contact owners are prioritizing contactless solutions more than ever to make their venues safer and more efficient, all which providing a personalized commerce experience that has long been the pursuit of teams and venues throughout sports and entertainment.”

Financial terms were not disclosed.