The Ticket Factory (TTF) has entered into its first API technology deal through a partnership with West End ticketing provider London Theatre Direct (LTD).

Under the agreement, TTF will have access to sell more than five million London theatre tickets at any one time through the deployment of application programming interface technology.

Through the integration with LTD’s software, TTF will be able to simultaneously list tickets for more than 30 theatre venues, including the current top 10 West End shows.

TTF said its access to real-time theatre inventory and interactive seating plans will provide a “seamless booking experience” for customers, as well as providing a full range of pricing and availability for both discount and premium seating options.

Nick Fenton, sports and entertainment manager for The Ticket Factory, said: “API is the next big thing in ticketing technology, and to now be using this in partnership with LTD is fantastic not only for TTF but our customers.

“This solution will really enhance our offering, improve the customer experience and allow us to tap into the thriving West End market.”

Francis Hellyer, chief executive of London Theatre Direct added: “We’re delighted to partner with The Ticket Factory to give their customers access to West End shows. Not only is it an awesome company, but we hope that its database and reach will bring lots of new audiences into London’s Theatreland. We look forward to working very closely with the TTF team.”

TTF sells around 2.5m tickets each year for a range of comedy events, concerts, sporting events, exhibitions, theatre performances and visitor attractions.

The firm last month signed several sporting partners, such as England Netball’s Vitality International Tri Series, the International Association of Athletics Federations (IAAF) World Indoor Championships and Table Tennis England’s 2018 International Table Tennis Federation Team World Cup.