We at Ticketmaster are proud to announce the introduction of our SmartEvent Technology. Our team have been hard at work developing these advanced solutions that will help fans return safely to live events and provide event organisers with the ability to adapt to new protocols.

We know that fans around the world are eager to return to live events and SmartEvent gives event organisers an array of solutions to help make that possible.

SmartEvent brings together our advanced technology platform and industry-leading venue and seating insights, putting Ticketmaster in the unique position to facilitate paths back to live“.


Mark Yovich, President of Ticketmaster

Ticketmaster’s SmartEvent offerings provide event hosts with tools they need to operate in this new environment while giving fans peace of mind.

Ticketmaster’s SmartEvent system offers a range of tools that allow organisers to make access and seating safer and more efficient. 

This includes spacing at venues for fans and adjusting capacity to changing social distancing regulations. The Social Distance Seating Tool currently being rolled out uses custom algorithms that consider venue size, distance between seats and many more data points to create unique seating strategies for each event. The technology can quickly reconfigure seating arrangements for various logistics and ticket demands giving organisers the ability to maximise revenue. To date, over 180 clients have started tapping into this tool.

Ticketmaster’s Timed Entry Tool allows organisers to give fans specific arrival times and entry ways to manage the flow of people into the venue. Additionally, Entry Rate Monitoring Tools help manage lines and avoid congestion. The Ticketmaster platform can also send Geo-Fenced Push Notifications to fans with helpful real-time information, for example which gate has the shortest line and designated Egress Plans established by the venue. Custom communications directly to ticketholders before and after the event are also supported.

Ticketmaster pioneered the development of digital tickets in 2017, which has now unlocked new capabilities for contactless experiences. 

SmartEvent can transform a traditional box office facility into a Contactless Box Office, with the ability to handle all ticketing transactions, account support or refunds while reducing the need for physical interactions between fans and staff. Fans will check themselves into the event through Contactless Scanners accessing digital tickets on their mobile device, providing faster entry. 

As leaders in this contactless space, Ticketmaster has already successfully run events with 100% of attendees using digital tickets. In 2019 Rex Orange County sold out two nights at the Olympia Theatre with not a single paper ticket scanned. Overall in 2019 we hit our largest amount of digital tickets with 600,000 in total, including 10,000 mobile tickets at Forbidden Fruit.

Ticketmaster’s flexible platform combined with its foundation of digital ticketing allow for the roll out of new capabilities at record speed. 

Secure Ticket Transfer ensures organisers know every fan in the building, even if the ticket changed hands a few times after the initial on sale on Ticketmaster or other ticketing platforms. This gives organisers a key public health contact tracing solution with the ability to provide information to local bodies as required to enable quick analysis and notification. Ticketmaster is also working with event organisers and venues as they consider how and when to integrate COVID-19 test results and diagnostics partners as a criteria for entry to live events.

“While initially intended to help fans and organisers get back to live, some of these innovations will long outlast COVID-19, streamlining processes and providing endless opportunity to modernise the event experience,” continued Yovich. “We have every confidence that the industry will prevail, and that our cutting-edge technology, local expertise, global reach and fan insights will lead the way.”

Mark Yovich, President of Ticketmaster

Ticketmaster will continue to focus on developing and integrating features that help event organisers enhance every step of the fan journey. Increased connectivity will allow fans to personalise their experience before, during and after the show.

If you want to learn more about our new state of the art technology, contact a member of our team here.