In-Depth: Ticketmaster Embraces Digital Ticketing to Cut Fraud and Improve Communication with Ticket Purchasers and Fans

NFC TIMES Exclusive Insight – U.S.-based sports and entertainment ticketing vendor Ticketmaster sees its new digital-ticketing technology–supporting bar codes and NFC–as a way to reduce fraud and stay in touch with both ticket purchasers and event attendees.

Ticketmasters’ SafeTix tickets, which run on the vendor’s digital ticketing and access control platform, Ticketmaster Presence, are designed to cut fraud from both paper tickets and earlier-generation e-tickets that are prone to being copied. It also offers more opportunities for event organizers and venue owners to communicate with fans, including delivering more marketing offers. Ticketmaster said the platform would be in use this year across National Football League stadiums, among other venues. 

NFC Not Playing a Starring Role?
While NFC will enable users to tap to enter venues, including using their iPhones and Apple Watches, NFC technology is not apparently playing a starring role in the new sports and entertainment ticketing platform. 

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