AXS Anywhere has moved to enhance and expand its ticketing distribution programme through partnerships with Groupon, Goldstar, Gametime and Entertainment Benefits Group (EBG).

Through the new integrations, customers will be able to purchase primary AXS tickets for participating venues through the partner platforms.

Blaine LeGere, senior vice-president of business development at AXS, said: “We believe in broad distribution and are committed to providing the best ticketing experience from discovery to purchase.

“These fantastic partners not only expand the awareness of events and the accessibility to purchase, but streamline the buying process for our fans.”

AXS Anywhere technology allows customers to purchase tickets without the need for paper tickets or vouchers, as AXS issues its tickets directly via its distribution partners.

Venues are also given more flexibility and customisation options when linked up with AXS Anywhere, as they can choose from the range of partners on how they would like to distribute their tickets in order to reach the broadest audience.

Groupon has an extensive mobile and web e-commerce presence, while Goldstar boasts a large venue partner network. Gametime targets millennials through it last-minute mobile sports, concerts and theatre ticketing app, while EBG has the largest corporate travel and entertainment benefits programme in the US.

Brian Fields, vice-president and general manager of Things To Do, Groupon, said: “This partnership gives us the ability to sell more tickets to some of the top concerts, sporting events and family-fun activities around the country. We’re thrilled to provide our customers a faster, more seamless experience for all of their summer fun.”

Goldstar’s chief executive, Jim McCarthy, added: “We’ve been completing these integrations for one simple reason: more ticket sales should not translate to more work for our 5,000 venue partners.

“Venues come to a third-party channel like Goldstar to help them build awareness for and sell their shows to our nearly eight million members. These integrations are designed to be seamless, real-time and convenient.”

AXS Anywhere’s partner venues benefit from a more efficient box office as it removes the administrative burden of having to switch platforms to track sales, promotions and offers. The integrations add to the existing distribution partnerships, including Spotify , which launched this summer providing listeners with personalised event recommendations.

Image: Mike Mozart