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Scottish Rugby launches Ticketmaster tech at BT Murrayfield

Scottish Rugby has launched Ticketmaster’s 3D Virtual Venue technology at the 67,000-capacity BT Murrayfield (pictured). 

The rugby union governing body has introduced the fully integrated purchase experience, which will offer fans a life-like view of seats within the stadium when looking to buy a ticket. 

Rugby fans will be able to digitally preview 360-degree views, see real-time availability of tickets and compare to other sections of BT Murrayfield before deciding on which seats to purchase. 

Kerry Halliday, head of group ticketing and customer engagement at Scottish Rugby, said: “Virtual Venue is a great example of the steps we are taking in our digital transformation journey. After a lot of time and dedication, we are delighted to be able to launch. 

“Inviting fan’s ‘inside’ to choose their preferred seat and experience views from areas of the stadium they may otherwise never experience will significantly enhance engagement and establish a deeper connection with our fans from the minute they have purchased their ticket.”

Chris Gratton, chief operating officer of Ticketmaster Sport, added: “We’re very excited to be launching our 3D Virtual Venue technology at the largest stadium in Scotland. Virtual Venue not only brings the home of Scottish Rugby to life, but it will also give fans greater autonomy over their purchase decisions at BT Murrayfield for seasons to come.”

Last month, Bath Rugby also revealed that it will be utilising Ticketmaster’s Virtual Venue technology at the Recreation Ground. 

Image: Murrayfield Stadium by Thomas Nugent/CC BY-SA 2.0/Edited for size