AEG and its ticketing partner AXS have launched a price-capped resale platform at AEG-owned venues The O2 and SSE Arena, Wembley, effectively halting the activities of touts.
AXS launched its capped secondary platform in June, which it initially called AXS Marketplace.
What is now called AXS Official Resale and Flash Mobile Delivery will prevent the resale of tickets for a profit, with tickets being capped at 10 per cent above face value.
A spokesperson for the 20,000-capacity O2 told TheTicketingBusiness.com: “Our platform adds a 10 per cent cap on all tickets. We are introducing what we think is the most pragmatic solution to the resale of tickets. We think it is fair that genuine fans are able to recoup at least some of their outlay, whilst taking away the incentive from touts bulk buying tickets.”
The technology assigns tickets to individuals with unique digital ID’s, including a dynamically changing barcode system, which ensures that the tickets cannot be illegally duplicated. It also allows fans to share their tickets with others in their party.
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 Official Resale with Flash 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 and The SSE Arena, Wembley will be leading our launch plans”.
Fans will be able to see both primary and resale tickets together, giving the assurance that any ticket purchased is real and valid. AXS Official Resale will be the only way to resell and buy tickets acquired through the venues or AXS.com.
Customers who buy tickets from other resale platforms risk having their tickets cancelled and entry denied.
The O2 spokesperson told TheTicketingBusiness.com that it reserves the right to cancel tickets, but will work with customers who have been affected to help solve their ticketing issue.
The spokesperson added: “Onsite we will send them to the box office to buy legitimate tickets if they are available and we will hand the customer an action fraud form which they can send to the seller to retrieve their costs.
“We will be monitoring unofficial ticketing sites and may take action when tickets are sold as this does not comply with our ticketing T&C’s. This includes the right to cancel tickets.”
The technology will be used for the first time at The O2 this weekend, and at The SSE Arena, Wembley from April 18, and applies to all new events going on-sale.
John Drury, vice-president and general manager of The SSE Arena, Wembley, added: “The ability to offer a fan friendly ticketing service and resales at a fair price has long been our key goal. The move to partner with AXS for Flash Mobile Delivery Tickets and AXS Official Resale in order to tackle these issues is enormously welcomed. The entire customer journey from buying tickets to attending a show will improve as a result of this new technology.”
Image: AEG Worldwide