Indian entertainment giant BookMyShow has invested in digital and NFC payments provider AtomX.

BookMyShow said its backing of the Pune-based company will provide its customers with an enhanced cashless experience for a host of on-ground events.

Further financial information was not shared, however BookMyShow will leverage AtomX’s cashless payments platform on NFC cards, wristbands and keychains for digital payments at festivals, sporting events and other attractions. As well as making payments easier, BookMyShow said it will harvest valuable customer data from the link-up with AtomX.

“As we broaden the out-of-home entertainment ecosystem, we continue to improve every aspect of that customer journey. This includes safer and smoother digital transactions both, while buying tickets and for on-ground services,” said Ashish Hemrajani, founder and chief executive of BookMyShow.

“We also strive to provide relevant data analytics, insights around events to vendors and organisers to better deliver the experience to our customers.”

Last year, BookMyShow announced its partnership with payment solutions firm Razorpay in order to give customers the ability to buy tickets through UPI, or Unified Payments Interface, which is an instant real-time payment system developed by National Payments Corporation of India facilitating inter-bank transactions.

BookMyShow, which is predominantly focussed on online cinema ticket sales, spoke last year of its desire to grow its live events vertical.

Since then, it has partnered with Indian Premier League (IPL) Twenty20 cricket league club the Rajasthan Royals and have joined AEG in promoting the NBA’s India Games 2019.

In addition, BookMyShow launched its ‘Activities’ vertical in December, allowing fans to buy tickets for a wide variety of planned events.

Image: ktphotography (Pixabay)