Ticketmaster has invested in facial recognition firm Blink Identity as it looks to integrate the firm’s technology with its Presence tool.

The news was announced in Live Nation’s financial results for Q1 2018, which also revealed that Ticketmaster enjoyed a record quarter in the three months to March 31.

Austin-based firm Blink Identity has developed technology that can recognise faces, and even identify people while they are walking. According to its website, the technology has been used for operational testing at US military bases around the world.

The tech company claims its technology is applicable not only for live events, but in the healthcare industry and in other commercial buildings to “monitor employee location and space utilisation.”

Ticketmaster said the move links up with its “identity-based ticketing” efforts, a statement read.

As it gave an update on Verified Fan in its results, Live Nation said: “It is very notable that today we announce our partnership with, and investment in, Blink Identity which has cutting-edge facial recognition technology, enabling you to associate your digital ticket with your image, then just walk into the show.

“We will continue investing in new technologies to further differentiate Ticketmaster from others in the ticketing business.”

Its Ticketmaster Presence tool is the integration of several different technologies into one digital pass. The firm said it will speed up entry and waiting times, while also facilitating better communication between fans, staff and organsiers and help to gather data.

Presence was a key factor in the extension of the ticketing giant’s deal with the NFL in 2017, as it was assumed that the software would be incorporated into the teams’ host venues.

Live Nation added: “The NFL has eliminated ticket PDFs for next season, positioning the teams to identify a much higher portion of fans attending their games.”

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