Fans of Wicked can now book tickets as a group with more ease than ever before by using an innovative new social booking platform.

Wicked and technology start-up, Make it Social, have just launched the West End’s first ever Social Booking Platform to make it easier than ever before for groups of friends and family to book tickets to see this critically acclaimed show. It’s really simple, book seats for everybody but pay individually.

Entering the world of theatre

After successfully launching social booking in the festival and sport industries, Make it Social are excited to bring its technology to the enchanting world of theatre with Ambassador Theatre Group (“ATG”) via a real-time API with enta Ticketing Solutions.

Technology behind this partnership

The real-time integration between Make it Social and enta Ticketing Solutions showcases the benefits that can be brought to market through a “collaboration of strengths”. Making use of secure messaging, service orientated architecture, and a serverless infrastructure; this integration is not only something fully realised, but also a platform that is ready to scale and adapt to the needs of a complex and ever-changing business sector.

The Make it Social technical API within the Wicked box office platform – enta Ticketing Solutions – offers many West End clients the chance to effortlessly add social booking to their customer service without doing the extra work.

Previous Make it Social successes with its clients show that the social booking technology is enabling larger group sizes, rising from an average 2.3 to 7.9 people per social group. Make it Social clients are also able to capture consumer data for each member of a social group, as opposed to only the ‘lead booker’ (otherwise known as the group leader) from traditional systems. Social booking offers an immensely powerful marketing initiative as 85% of social booking data points have been entirely new contacts to Make it Social clients (source: Kia Oval Case Study).


“ATG are delighted to be working with Make it Social and Wicked to launch this new booking platform in the West End. There is a real need to make organising social groups easier for everyone and harnessing this new technology does just that. We look forward to extending Make it Social to other productions throughout 2017,” said Barry Grant, Ambassador Theatre Group (ATG).

Commenting John Gibson, Managing Director of Best Union UK Ltd said: “We are delighted to partner with Make it Social and ATG in launching the West End’s first ever Social Booking Service. Furthermore, in conjunction with enta’s extensive client base, we look forward to further integration with Make it Social and our clients.”

“At Make it Social we make it as simple as possible for customers to get together and book experiences and I’m delighted that we’re now helping people “defy gravity!” with their friends at Wicked. With the enta partnership, we’re looking forward to helping groups see many more shows in the West End and beyond,” said Eddie Robb, CEO of Make it Social.

See it in action

The social booking service that enables people to easily book with friends & family is already live. Check it out here

About Make it Social

Make it Social develops social booking technology that enables users to invite friends and reserve seats for everybody but pay individually. Users can see how many friends are joining and confirm the booking once enough members have paid for their tickets.

Social booking can be added to existing online checkouts thanks to the Make it Social API. The goal is to empower users to do more activities with their friends and family by taking away the pains when booking as a group.

More information

To learn more feel free to get in touch via email [email protected]