Faster Access, Stronger Security, Better Fan Experiences.
A positive fan experience at a live event includes everything from the ease of finding and purchasing tickets, down to how quickly fans can enter the venue. Long lines and outdated venue entry systems can create long waits and bottlenecks at the gates. These inefficiencies negatively impact the fan and strain operational resources. Successful venues know that the future lies in frictionless, secure and fast entry—powered by biometric authentication.
The Rise of Biometric Authentication
Through Ticketmaster’s Nexus Partner Program, venues, teams and promoters now have access to cutting-edge biometric solutions that are transforming the entry experience. Biometric authentication uses unique physical characteristics—like facial features—to verify identity. It’s the same technology fans already use daily to unlock their phones, check in at airports or breeze through customs. Now, it’s making live event entry just as effortless.
In 2024, use of biometric entry doubled across global markets, as venues looked to improve entry efficiency and enhance security.
Leading the charge is Wicket, a Nexus partner at the forefront of facial recognition authentication. Wicket’s technology allows fans to enter a venue as effortlessly as unlocking their phones—eliminating the need for physical tickets or lengthy security checks. With a quick scan, fans can move through entry gates in seconds, reducing congestion and making arrival a seamless part of the event experience.
Faster Entry and Stronger Operations
The adoption of biometric authentication can be a game-changer for venue operations. In 2024, self-service entry integrations increased by 66%, reflecting a growing demand for smarter, more efficient access solutions. Fans also benefit from these innovations, as biometric entry eliminates common pain points—no searching for tickets, no long lines and no last-minute delays.
By integrating biometric authentication, Ticketmaster clients can:
- Speed Up Entry: Reduce bottlenecks and wait times with fast, touchless authentication.
- Enhance Security: Verify ticket ownership and help reduce fraud.
- Enable VIP & Fast-Track Lanes: Offer premium guests a frictionless, exclusive experience.
- Optimise Staff & Resources: Streamline staffing and focus teams on higher-value interactions
The Future of Frictionless Venue Entry
Biometric authentication is rapidly becoming the new standard for live event access. As adoption grows, more venues are realizing that entry isn’t just about scanning a ticket—it’s about setting the tone for the entire fan experience.
With Ticketmaster’s Nexus Partner Program, clients can access the most advanced biometric solutions available—creating secure, seamless and tech-forward entry systems that delight fans and deliver real operational value.
The future of venue access is here—and it’s secure, digital and effortless.
Ticketmaster clients can read the full report now.
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