Ticketmaster is to make tickets available through last-minute marketplace Gametime in a bid to reach out to younger consumers.

The global ticketing giant has added the San Francisco-based mobile platform to its growing list of partners through which it now reaches out to the public. Ticketmaster sold four million tickets globally through Facebook, Spotify and Groupon in the first quarter of 2017.

Ticketmaster’s partner sports teams can now choose to simultaneously list the same seats on Ticketmaster.com, Facebook and Gametime. Sales takings will be split between the ticket company, the distribution platform and the team.

According to information provided by Ticketmaster, 60 per cent of its traffic is via mobile, while 75 per cent of Gametime’s tickets were bought within a week of an event last year.

“In order to be competitive, Ticketmaster needs to distribute to as many places as possible,” Gametime chief revenue officer Colin Evans said, according to Bloomberg. “This is the way the market is going.”

Gametime last year said it had attracted a total of $33m (£25m/€29m) in investment after a $20m funding round that included Casey Wasserman, the chairman of the Los Angeles bid to host the 2024 Olympic Games.

Gametime chief commercial officer Greg Economou said the Ticketmaster partnership will aid his company’s own expansion strategy.

“We’ve been on a constant mission to extend our distribution and looking to deploy APIs with partners that make sense and can create incremental reach, drive incremental audience, drive incremental purchase opportunities and ultimately sell more tickets,” he said, according to Sporttechie. “We’re constantly seeking partners in this vain.

“We still be can’t everywhere all the time…Now we’re seeing this fast growth on Gametime as fans look for last-minute ticketing opportunities.”