Italian Serie B team Virtus Entella has become the first football club in the country to offer dynamic ticketing.
The second-tier outfit, which has seen a 14 per cent increase in attendance this season, will introduce the new sales system for the game against Frosinone on January 21.
The system was developed by Milan-based dynamic ticketing specialist DynamiTick.
Virtus Entella said the DynamiTick technology calculates the cost of each game ticket based on dozens of factors, including kick-off time, date of purchase and opponent. Weather conditions and the estimated number of goals in the match will also be considered.
“The collaboration with DynamiTick was born by the desire to get closer and closer to our fans, and trying to give them the opportunity to acquire the ticket at the most suitable price for every single event,” said Matteazzi Matthew, the club’s general manager.
“The DynamiTick algorithm will result in price fluctuations that are always monitored by our Ticket Office, so as to reward those who follow faithfully and carefully our events.
“We hope to provide a useful service to our fans, that can entice even more to try the experience of attending a match at a fair price, family atmosphere.”
DynamiTick’s solution was originally launched in the movie industry in May 2016. In the last year, the company said its partners have experienced a 15 per cent increase in purchases and 13 per cent rise in turnover.
“We are proud to announce the agreement with Virtus Entella that marks our entry into the football market,” said Federico Quarato, DynamiTick chief executive.
“We hope this partnership will pave the way for the renewal of ticketing for the entire Italian sports industry. One of the reasons for this situation lies in the decline of crowds in stadiums and sports halls. A phenomenon that has many reasons and among them are the wrong pricing strategies. Selling at the right price means renewing a transparent relationship with their fans.”