AXS is to launch its AXS Marketplace resale platform in the UK with a price cap of no more than 10 per cent above face value.

The secondary ticketing site has signed initial partnerships with AEG venues The O2 and The SSE Arena, Wembley, to kick off the platform.

AXS Marketplace, which uses AXS’ Flash Seats system, will look to expand further into European markets following its launch in the UK.

It has built in controls that allow artists and promoters to place restrictions on the resale of tickets to their shows as required.

Robert Byrne, managing director of AXS Europe said: “AXS is proud to provide a fully integrated platform across both the primary and resale markets, giving everyone the opportunity to sell and purchase tickets at a capped, fair price. This will help prevent ticket touting and help combat illegal counterfeiting.

“We know that fans, artists and their representatives have been looking for a solution to these issues for a long time and we believe AXS Marketplace with Flash Seats mobile delivery will be a real game-changer. I’m also really pleased that AXS is partnering with AEG on this important initiative and delighted that such iconic venues like The O2 & The SSE Arena, Wembley will be leading our launch plans.”

AXS said tickets for sale using AXS, including primary and secondary, will be visible to consumers at the point of purchase in real time.

The method of delivery for AXS Marketplace, Flash Seats is a mobile friendly, identity-based system, with tickets assigned directly to fans attending, replacing the standard PDF attached to an email. 

Tom Miserendino, president and chief executive of AEG Europe said: “We have been deeply impressed with this technology and what it allows us, our partners and our customers to do. There has been a noticeable shift in the industry recently and more of our artists and promoters want a better solution to ensure fans get an authentic ticket at a fair price.

“Through AXS Marketplace, Flash Seats mobile delivery and capped pricing, we can now deliver this. It is fairer for fans, eliminates counterfeiting, combats touting and allows us to have a complete view of everyone at the event. We have listened and responded. This partnership is a ground-breaking solution for ticketing in Europe and we encourage other ticketing providers selling seats at our venues to join it”.

To alleviate the problems surrounding counterfeiting, all tickets are assigned to individuals via Flash Seats unique digital ID technology. This includes a dynamically changing barcode system, which ensures that the tickets cannot be copied or shared illegally.

By eliminating paper tickets fans are also guaranteed easy entry to the venue either as a group or individually through simply scanning the app.