Ticketmaster has expanded its presence in the festivals sector through the launch of Front Gate Tickets in the UK.

Following long-standing partnerships at hundreds of North America’s biggest festivals, including Lollapalooza, Electric Daisy Carnival, and Austin City Limits, end-to-end ticketing solution Front Gate will list this year’s Latitude as its first major UK festival.

Front Gate, headquartered in Austin, Texas, offers festival organisers a white-label solution that features quick check-out options, VIP experience upsells, group bookings, payment plans and rich data analytics. It was acquired by Ticketmaster in 2015.

The UK launch of Front Gate Tickets follows the recent European expansion of Live Nation-owned ticketing DIY platform Universe, which provides event ticketing software, combined with advanced promotional and marketing tools.

Sarah Slater, director of business for music, Ticketmaster, said: “The UK is known for its rich and diverse music scene, and we are thrilled to be announcing the launch of Front Gate Tickets in such an important market for our business.

“It’s important to have the right ticketing platform for the right client – and with Front Gate tailored specifically to festivals, welcoming them to the Ticketmaster family was an easy decision. With the success it’s had in North America we are confident our customers will enjoy the Front Gate experience, and our clients will view this as an opportunity to reach a wider audience.”

Ticketmaster said that Front Gate’s customer focus “extends beyond its leading digital capabilities to the real world via access control, cashless payments and fan engagement”.

RFID technology provides frictionless site access, and powers cashless payments which securely associates a credit card to a wristband. Ticketmaster said Front Gate’s RFID solution also enables interactive touch points such as sweepstakes, content delivery, and instant giveaway to maximise data collection and fan experience. This gives festival promoters the ability to increase sponsorship revenue with a unique opportunity for branding and data insight.

Maura Gibson, president of Front Gate, said: “Front Gate is overjoyed to expand into the UK market. We couldn’t be happier to bring our services to some of the most established festivals in the world and to offer technology which allows the reduction of friction and enhancement of the fan experience.”