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Rugby Autumn Internationals 2021 – Tixserve Delivers

The Rugby Autumn Internationals 2021 provided Tixserve with the opportunity to scale up  its secure digital ticketing solution, successfully enabling over 430,000 admissions across two of the world’s largest and most iconic rugby venues – Principality Stadium and Twickenham Stadium. 

The Irish-Headquartered Tixserve facilitated the digital distribution of match ticketing, hospitality and car park passes across eight international fixtures at the venues.  

These eight fixtures took place on five weekends, with some matches occurring on the same day. The cloud-based, scalable Tixserve SaaS platform robustly proved its capabilities – powering hundreds of thousands of digital tickets and passes, for multiple events and product types, across different sites – while ensuring ease of event entry, seamless traffic flow and queue management into the stadiums.


The Tixserve application also enabled the seamless secure pre-match distribution of digital ticketing to the worldwide supporters of visiting teams including New Zealand Rugby, South Africa Rugby, and the Australia Rugby Union. 

This eliminated traditional ticket distribution costs, whilst also ensuring the Principality and Twickenham stadiums had accurate attendee data, with full traceability of the tickets controlling any unauthorised resale, whilst aiding venue health & safety protocols.

The white label Tixserve technology enables ticket retail distributors, hospitality providers and other events services to be securely fulfilled by event Rights Owners, including Welsh Rugby (WRU) and England Rugby (RFU), within a single branded solution, which additionally then enables direct-to-consumer messaging with up-to-date event information or merchandise and promotional offers.

The Autumn series also saw the deployment of the all-new Tixserve-powered Principality Stadium Experience (PSE) app for hospitality guests that provides a fully digital hospitality ticketing service to the WRU. 

The PSE app is designed to optimise the Principality Stadium hospitality staff’s workflow and operations; enhance the accuracy of their data; create personalised customer experiences; and improve ticket and event security within the premium experience department.

Similarly, the RFU distributed digital tickets via the Twickenham Stadium app to premium guests and these were validated at the hospitality suite entry doors using Tixserve’s white label high-speed scanning app. Guests experienced a smooth entry through the stadium, being personally directed to their specific gates, lifts, and boxes/suites via the app. 


Steve Kitcher, Head of Ticketing at RFU said: “We were delighted with how well our Autumn Series went; fans’ entry into the stadium was smooth and gave us great confidence for the forthcoming Six Nations when we get closer to our fully mobile goal.”      

The Autumn Internationals 2021 series has illustrated Tixserve’s scalability, reliability, and flexibility powering over 430,000 digital tickets, across three distinct digital ticketing apps, and two venue entry scanning applications, whilst enabling Rugby’s worldwide membership, commercial partners, and sponsors to utilise a fully-branded and secure solution. 

“Tixserve is justifiably proud of its Autumn Internationals accomplishments, but the dynamically evolving business is already set to announce further developments as it increases its range of commercial partners, with some very exciting announcements imminent,” revealed Tixserve’s MD, Pat Kirby.