DICE launches platform for event organisers to sell directly to fans

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Live music network and ticketing company DICE has launched a new marketplace for event creators and fans which allows direct sales.

DICE said the marketplace forms part of its wider strategy to expand beyond ticketing and to deliver more incentives and experiences.

The first product feature within the marketplace is DICE Extras which is aimed at enabling organisers to sell “enriched experiences and auxiliary goods”. It is set to launch in July in the UK and US and helps organisers to create, manage, report on, and market their add-ons to fans.

“The Extras suite will allow fans to effortlessly discover and purchase everything music-related in one place from tickets to VIP upgrades and unique experiences,” said DICE vice-president of commerce Jack Driessen, who has been appointed to the role to support the development of Extras.

“It also empowers our artist, venue and promoter partners to connect directly with audiences whilst streamlining their operations and boosting their bottom line.

“DICE has already nailed the ticket-buying experience, and now we want to build on that, making it even easier for fans to get the most out of live events, all on one platform.

“It’s an exciting moment for DICE, and I’m looking forward to growing our product capabilities to help fans get out more and get closer to the artists they love.”

The launch follows a beta phase which saw 44 partners across the two countries report increased revenues and improved fan experience.

It is claimed that independent venue and promoter partners have seen up to 30% increases in average event revenue thanks to the new platform.

By using Extras, DICE states that one promoter saw festival afterparty sales double, while a New York City promoter increased pre-sold tickets by 25% and a Miami partner added more than $100,000 (£78,500/€92,200) in incremental revenue to an event.

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