Ticketmaster Introduces ‘SafeTix’ Digital Ticketing System

Ticketmaster will soon be making it a bit easier to buy and transfer event tickets.

According to a new report from TechCrunch, ticketing giant Ticketmaster has launched SafeTix, adding anti-counterfeiting features to digital tickets and providing event owners with more data about event attendees.

The new technology centres around tying every ticket to the buyer’s smartphone via “an encrypted barcode that automatically refreshes every few seconds,” as well as NFC technology (if supported by their phone), allowing users to “tap in” when entering venues.

“For fans, SafeTix will provide the ability to seamlessly sell or transfer tickets to a friend’s mobile phone number or email address,” explained Ticketmaster. “With the new technology, each time a ticket is transferred or sold, a new digital ticket will be tied to the recipient’s account and phone, providing complete visibility into the chain of custody of each issued ticket.”

This visibility provides event organizers with more data on each individual fan attending their event, rather than just that of the original ticket purchaser. Organizers can communicate directly with attendees, providing fans with venue- or event-specific information and personalized food, drink, and merchandise offerings.

“Because a new ticket is issued every time there is a transfer or sale, event owners have the ability to develop a unique relationship with each fan, leading to in-venue personalization and future communication while increasing their known fanbase,” says Justin Burleigh, chief product officer of Ticketmaster North America.

“SafeTix will allow fans to arrive at a show or game with confidence that their tickets are always 100% authentic and will dramatically reduce the amount of ticket fraud event owners are dealing with on event day,” he continued.

Later this year, fans will also be able to add contactless tickets to Apple Wallet, allowing them to enter venues easily and securely using their iPhone or Apple Watch.