Ticketmaster has expanded its Presence system after introducing a new identity-based product called SafeTix, which will be deployed across the NFL this year.

The new feature provides ticket-holders with a unique and identifiable mobile barcode that automatically refreshes every few seconds. This process of encrypted barcodes is designed to combat fraud as it means people cannot screenshot or copy the barcode data.

If a ticket is sold or transferred, a new digital ticket is sent to the buyer and will be linked to the recipient’s account and mobile phone, with the barcode refreshment process continuing.

Justin Burleigh, Ticketmaster North America chief product officer, said: “This is a big leap forward for us on the fraud and security front. But more broadly, this is also an opportunity to give content owners greater control over the integrity of their tickets. We really see this as the future of ticketing.”

SafeTix will be rolled out across the NFL during the 2019 season, and will also be used with touring artists, and then expand to include other Presence-enabled venues in the near future.

The Live Nation-owned ticketing giant introduced its Presence platform in 2017 and is now aiming to have the technology in 500 venues by the end of the year. Later in 2019, SafeTix should also support NFC-enabled tickets and Apple Wallet ticket scans.

Burleigh added: “When we go out with the NFL with this, we’re going out at scale. That’s really important to us because the NFL operates the largest venues in North America.”

Image: Live Nation