Industry News

SeatGeek Enterprise launch “pivotal” for live events sector

SeatGeek has unveiled its new SeatGeek Enterprise platform, which combines its collection of primary ticketing services into a single brand.

Comprised of SeatGeek’s front-end consumer experience alongside SRO, the company’s backend primary ticketing software that it acquired through its purchase of TopTix, SeatGeek Enterprise serves as the ticketing platform for more than 500 organisations on four continents, including Premier League and Major League Soccer clubs, as well as West End theatres.

The mobile-focused ticket marketplace said SeatGeek Enterprise “further cements the company’s position as a disruptor in the live events industry”. It is also expected to “propel SeatGeek’s vision of an open ticketing world, in which venues and rightsholders enjoy unprecedented flexibility, transparency and monetisation potential”.

“We believe that great technology empowers organisations and delights users,” said Jack Groetzinger, SeatGeek chief executive and co-founder. “For too long, ticketing technology has done the opposite.

“This is a pivotal moment for SeatGeek as a company and for the live events industry as a whole.”

The news follows the signing of 2016 MLS champion Seattle Sounders FC to the SeatGeek Enterprise platform, along with Andrew Lloyd Webber’s Really Useful Theatre Group, which operates six theaters in London’s West End.

The launch comes around six months after SeatGeek spent $56m (€52m/£44m) on the acquisition of Israeli ticket technology firm TopTix, which created SRO. At the time, SeatGeek said the addition of TopTix would allow it to “deliver the most powerful ticketing platform in the industry”.

“Ticketing has always left a lot of be desired from fans and team executives, and SeatGeek Enterprise is changing that,” said Jeff Ianello, SeatGeek executive vice-president of partnerships.

“It starts with an investment in core software that allows clubs to operate more efficiently, and our truly open business model allows rightsholders to activate multichannel sales sources with total control.

“This will create a competitive race for better technology that will only benefit teams and fans.”