Ticket sales and distribution company London Theatre Direct (LTD) has become the first SeatGeek Open distribution partner in the UK.

SeatGeek Open, which launched in the UK this week, is the open distribution framework that allows the US-headquartered company’s clients to sell tickets in a wide variety of websites and apps.

Clients, such as LTD, will be able to leverage the SeatGeek Open distribution network without any additional software, exposing their tickets to new customers. Event-goers will be able to discover direct box office tickets while doing things like booking a flight or looking for weekend plans.

“We’re delighted to be working with SeatGeek, who share the same passion for innovation and ticketing technology as London Theatre Direct. This integration will significantly increase the inventory available on our platform and we look forward to driving incremental sales for their clients” said Mark Prethero, business development director at London Theatre Direct.

SeatGeek has a number of clients in the theatre space across the country, including West End theatres, which will have the ability to list tickets on London Theatre Direct via SeatGeek Open.

Lee Moulton, SeatGeek’s director of partnerships, added: “We’re delighted to be working with London Theatre Direct, one of the most popular and well-respected ticketing platforms in the UK. The ability for our clients to directly sell on the platform will result in significantly more tickets sold, and ultimately significantly more revenue for the theatres.”

SeatGeek Open in the US launched in 2016, and since then has worked with partners like Facebook, Snapchat and Airbnb to help clients reach new customers.