On Location is targeting tech enhancements to its services after acquiring Qcue, a specialist in dynamic pricing software for sports and entertainment ticketing.

Texas-based Qcue, which currently serves over 85 teams and organisations, provides ticket pricing, analytics, data visualisation, inventory management and efficiency tools to sports teams and entertainment organisations.

Endeavor-owned On Location, the exclusive provider of hospitality packages at future Olympic Games, will now integrate Qcue’s proprietary SaaS software. The service partners directly with all major primary and secondary market platforms and enables rights holders to optimise ticket pricing and drive incremental revenue and sell-through.

“We are thrilled to join forces with Qcue, bringing top-of-the-line dynamic pricing technology and a stellar team of ticketing experts in-house,” stated Jon Lavallee, chief financial officer of On Location. “Together, we will optimise On Location’s approach to ticketing and pass that benefit on to our valued partners.”

Qcue’s existing partners include teams from MLB baseball, Australian Football League (AFL) and leading college athletics departments. In 2019, it acquired Everfest, a festival database and discovery site connecting vendors and artists to festivals, expanding its capabilities into entertainment and lifestyle.

Since its founding in 2007, Qcue, which will continue to operate out of its Austin headquarters, has made over 35 million price changes and generated over $300m in incremental revenue for its partners.

“Integrating our talent and capabilities into those of the world’s leading experiential hospitality company is an incredible opportunity that will enable us to extend our services to the world’s foremost sporting and cultural events and their rights holders,” added Barry Kahn, chief executive of Qcue.

“We are proud to join the On Location team at this exciting moment in the company’s history and firmly believe that our shared vision of the live entertainment industry will allow us to continue to be at the forefront of bringing about change.”

On Location last month become the exclusive provider of hospitality packages at the Olympic Games.

The International Olympic Committee (IOC) announced that the North American hospitality business will be the only provider of ticket-inclusive travel and hospitality experiences for the Olympic and Paralympic Games between 2024 and 2028 as part of a new global hospitality model.

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