The Shaftesbury Theatre in London’s West End has selected the Nliven system from TixTrack as its new ticketing platform.

Under the agreement, the cloud-based ticketing system will provide the theatre with a visitor experience designed for mobile delivery.

In addition, Nliven’s user-friendly design principles are extended to its back office management tools and integrated features such as house seats and group sales modules, API access for resellers, web hook integrations, pixel tracking, digital tickets, access control and box office counter services.

James Williams, chief executive of the Shaftesbury Theatre, said: “We were very impressed with Nliven’s modern customer-centric design, and equally impressed by its technical innovation. The fact that all Nliven Clients receive a free system upgrade every two weeks will ensure that the Shaftesbury Theatre can meet the expectations of modern theatregoers for many years to come.”

The DLT Entertainment-owned theatre, which houses 1,416 seats in its auditorium, is the largest independently owned and managed theatre in the West End. The Shaftesbury Theatre has embarked on an ambitious £15m programme to extend and improve its public areas.

Steven Sunshine, TixTrack’s co-founder and chief executive, said: “We are delighted to have been selected by the Shaftesbury Theatre to supply our Nliven end-to-end ticketing solution. The Shaftesbury Theatre will be in good company alongside our other UK Clients including Nimax Theatres’ six West End venues.

“TixTrack’s UK Account Management and Client Support team, based around the corner in Covent Garden, are looking forward to working with the Shaftesbury Theatre’s Senior Management and Box Office personnel to ensure a smooth rollout of Nliven’s advanced services and features over the coming months.”

TixTrack is a Los Angeles-based ticketing technology company with satellite offices in London and New Zealand, which has developed two cloud-based ticketing platforms, each designed to meet the unique needs of a specific industry sector. Nliven serves the live entertainment and reserved seating sector, while Ticketure serves museums, galleries and visitor attractions, as well as the general admission and timed-entry sector.

The firm serves hundreds of major venues and rights-holders worldwide including Nederlander, Cirque du Soleil, MGM Resorts and Nimax Theatres.