WRU and Tixserve are delighted with the successful roll out of digital ticketing during the Summer Internationals at Principality Stadium, with 20,000 app downloads and counting!

Originally trialled as staff accreditation during the Guinness Six Nations earlier this year, the WRU planned to introduce digital ticketing to WRU Member Clubs and supporters in time for the Autumn Internationals this October 2021. However, due to the returning of crowds at the summer games and the Track & Trace requirements for Covid-19, the WRU and Tixserve had to bring forward the plan to rollout the Tixserve-powered Principality Stadium Ticketing app in a matter of weeks.

Quickly adopted by supporters, the app was hailed a success by fans and both stewards and staff working on the ground. The phased entry time and gate number allocated to each digital ticket sped up entry as the ticket QR code is simply scanned on the phone. The technology behind the digital ticketing app allowed push notification reminders to be sent to ticket holders ahead of the game. This kept queues down to a minimum, evaded any crowding and maintained a steady flow of fans into the stadium.

One of the major benefits of the digital ticketing app is the ability to securely ‘transfer’ a ticket, so if you purchase two tickets to attend a rugby game with a friend, you can swiftly and securely transfer their ticket to them.  The data assigned to each digital ticket enabled the WRU to identify every end user / attendee and their seat within the stadium. The ability to have direct contact with the end user is vital for Track & Trace purposes, a feature which wouldn’t have been possible with a traditional paper ticket.

Following the first game against Canada, Mark Williams, Stadium Manager said: “We’re delighted with how the event has run today. The phased entry system worked well with a steady flow of fans arriving at the gates and scanning the digital tickets was a smooth process. I’d like to thank the fans for their support and adhering to our new guidelines; we appreciate this wasn’t a typical match day experience, but hope they enjoyed a fantastic display of rugby and it’s great to welcome fans back with such a brilliant win form Wales.”

Matthew Clarke, Principality Stadium Ticketing Manager said: “I’m very pleased with the launch of digital ticketing at the summer games, it’s great to see how supporters and clubs have embraced this new technology and are working with us during such unprecedented times. Working with Tixserve has been a fantastic experience, there will be learnings from summer which we will build on but there’s so much potential to digital ticketing and the stadium app. I look forward to continuing this journey as we plan ahead to the Autumn Internationals and encourage supporters to download the app if they haven’t done so already.”

Patrick Kirby, Tixserve Managing Director added: “The Tixserve partnership with Welsh Rugby Union has got off to a flying start and I would like to thank the team at WRU for making the onboarding and rolling out of the Tixserve digital ticketing fulfilment solution such a rewarding and efficient experience for all concerned. The Principality Stadium is proving to be an invaluable reference site for our suite of products as Tixserve responds to the digital ticketing requirements of new clients across the live events sector in the United Kingdom and Ireland and in other regions. We have recently doubled the size of the Tixserve team to support our existing clients and in preparation to go live with additional blue-chip clients. Stay tuned for more announcements!”

Tixserve continue to support its clients and the WRU amidst the safe return of fans to live events by providing secure and trackable digital tickets; safe & steady event entry; know-your-customer data; and instant communication with all ticket holders. The Tixserve white label, next-gen mobile ticket delivery platform uniquely provides new marketing and commerce opportunities, proving to be a powerful feature for its clients in driving a new, active revenue channel whilst optimising fan engagement and event experiences. To book a product demo visit www.tixserve.com