Punchestown Racecourse, Ireland’s most celebrated track, increased its digital penetration to almost nine out of 10 tickets processed on its cloud-hosted ticketing platform, helping the venue move further away from traditional cash-based transactions.

The five-day Punchestown Festival attracted a record attendance of 122,557 last week, with 87 per cent of those customers pre-booking branded digital tickets enabled by software partner, Future Ticketing. The software-as-a-service (SaaS) company helped the racecourse expand digital penetration from a rate of 72 per cent in 2016.

Dick O’Sullivan, managing director of Punchestown, said: “The 2017 Punchestown Festival was one of the best yet with a record 122,557 attendance enjoying superb horseracing. We want our customers to enjoy the experience and so we were delighted to partner with Future Ticketing which has helped us to sell more digital tickets. This is where the market for ticketing is going and we are pleased that Punchestown is leading the way.”

Liam Holton, chief executive of Leinster-based Future Ticketing, said: “Future Ticketing enables venues and events from 100 to 100,000 plus customers to increase sales by exploiting high performance digital technology.

“Punchestown is at the vanguard of Irish venues who have embraced digital in an effort to put the customer first. We are delighted that our digital platform is being used successfully by Punchestown and an increasing number of Irish racecourses, venues and events.”

Future Ticketing has become a major player in Irish horseracing, and last year was announced as the new sponsor of one of the races at the country’s biggest racing events, the Shannon Airport Christmas Racing Festival at Limerick.

Future Ticketing is the ticketing software partner of Limerick Racecourse, and provides its technical services to companies selling tickets in more than 60 countries worldwide.