The Dallas Cowboys NFL American football franchise is seeing positive returns from its shift away from paper-based to mobile ticketing a year-and-a-half ago, according to vice-president of ticket sales and service Doug Dawson.
Owing to an ongoing partnership with Ticketmaster, the franchise has reported that mobile entry take-up reached almost 21 per cent of all attendees at AT&T Stadium last season, with 80 per cent of all single-game ticket-holders utilising mobile entry technology.
“When we went to mobile, that gave us a second type of way for fans to enter,” Dawson told the Sporttechie.com website. “We took the PDF right out of the mix. It is much harder to replicate mobile than an 8 x 11 sheet of paper.”
Ticketmaster’s verified mobile technology has also been credited with a significant reduction in instances of ticketing fraud.
“Over the last couple of years, we’ve been working with teams, like the Cowboys, to really explore the benefits of pushing fans to mobile,” said Jared Smith, Ticketmaster’s president of North America. “If you can make (mobile ticketing) work at AT&T Stadium, you can make it work anywhere.
“You can show real value and real convenience. Fans have better control and security. Teams have a little smoother option and decreased fraud… There is also a much better understanding of who is in the venue and who your fans are with mobile adoption.”
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