Ticketmaster announced the launch of a SafeTix, new digital encryption system and venue access control platform.
Built on the Presence platform, the new system provides a unique, identifiable digital ticket to each fan’s mobile phone through an encrypted barcode that automatically updates every few seconds, preventing people from using screenshots or photocopied barcodes.
With the new technology, each time a ticket is transferred or sold, a new digital ticket will be tied to the recipient’s account and phone, providing complete visibility into the chain of custody of each issued ticket.
For fans, SafeTix will provide the ability to resell or transfer tickets to other mobile phones
The system also utilizes NFC technology that will allow fans to enter a venue by scanning the barcode at an entry kiosk, which Ticketmaster dubs ‘touch and go.’ The system will allow venue owners to personalize fan experiences at the venue, and communicate directly with event attendees, providing fans with relevant venue or event-specific instructions or personalized food and beverage or merchandise offers while they are on site, and engaging with them after an event is over.
“Because a new ticket is issued every time there’s a transfer or sale, event owners have the ability to develop a unique relationship with each fan, leading to in-venue personalization and future communication while increasing their known fanbase,” said Justin Burleigh, Chief Product Officer of Ticketmaster, North America. “SafeTix will allow fans to arrive at a show or game with confidence that their tickets are always 100% authentic and will dramatically reduce the amount of ticket fraud event owners are dealing with on event day.”
Safetix will be rolled out at NFL stadiums for the 2019 season and for a variety of touring artist, Ticketmaster said. It will also be available at additional Presence-enabled venues in the future.
As well, Ticketmaster announced that the contactless ticketing syste would be integrated into Apple Wallet, allowing fans to use their iPhone or Apple Watch for their ticket. Using proximity-based technology, tickets are automatically selected when a customer holds their iPhone near the ticket reader. Apple and Ticketmaster showed off the forthcoming integration this month during the opening keynote at the financial technology conference TRANSACT.