US live event technology company Patron Technology has acquired Ticketbooth, which owns cashless RFID platform Token and automated social media marketing tool Audiencetools.

The purchase of the Australian firm makes this the ninth acquisition for the integrated ticketing solutions company.

Terms of the deal have not been disclosed, however Ticketbooth, Token and Audiencetools will continue to operate as standalone businesses, with a strong focus on the Asia-Pacific market.

Patron Technology chief executive Marc Jenkins, said, according to VenuesNow: “This will provide two really important tools event promoters have been clamouring for. We already have the Token RFID capabilities integrated into ShowClix, and Audiencetools will help our media marketing tremendously. One of the most critical parts of the commerce side is the cashless RFID. We also will expand our presence significantly outside North America.

“There are three components to Patron’s business model: commerce, engagement and operations. We want to offer the top tech available in every one of those categories, and we will continue to pursue companies that have it.”

Simon Guerrero, who leads Ticketbooth, will stay with the company, continuing as head of Ticketbooth, Token and Audiencetools, and will be the head of Patron Technology’s Australia and New Zealand operation.

Guerrero said, according to the Industry Observer: “We’re thrilled to be joining Patron Technology’s ground-breaking mission of disrupting the event technology industry.

“Throughout the Ticketbooth, Token and Audiencetools journey our key mission has been to provide first class event technology to our valued clients, and this aligns perfectly with Patron’s goals.”

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