LONDON (CelebrityAccess) AEG has announced in what it calls a “groundbreaking” rollout of the AXS Marketplace, an alternative to StubHub.
AEG’s UK properties The O2 and SSE Arena Wembley are the first to partner with the service, what AEG calls a “capped price” resale platform, launched because of a “noticeable shift in the industry.”
AXS Marketplace – a component of AEG’s proprietary ticketing system, AXS – will limit resale prices to 10 percent above face value, similar to Eventim’s FanSALE, according to IQ magazine. Built in controls will allow artists and promoters to enforce any restrictions on the resale tickets to shows. The paperless tickets will include a dynamically changing barcode, delivered to mobile devices via Flash Seats, to avoid counterfeit attempts.
Both primary and secondary tickets will be visible at the point of purchase. AXS said that will “eliminate confusion and remove fan anxiety as to whether their ticket is actually valid for entry.” For sellers, AXS Marketplace will be the “only ticketing solution that allows fans to buy and then resell through the same platform.”
“StubHub and AEG have taken the mutual decision to end their partnership after five years, as AEG moves exclusively to AXS. In this time, we have enjoyed a successful partnership with AEG in the UK,” AEG said in a statement. “As we part ways, we welcome the increased competition which AEG’s marketplace will bring to consumers and the industry at large.”
Robert Byrne, managing director of AXS Europe, added: “AXS is proud to provide a fully integrated platform across both the primary and resale markets, giving everyone the opportunity to sell and purchase tickets at a capped, fair price. This will help prevent ticket touting and help combat illegal counterfeiting.
“We know that fans, artists and their representatives have been looking for a solution to these issues for a long time and we believe AXS Marketplace with Flash Seats mobile delivery will be a real game-changer. I’m also really pleased that AXS is partnering with AEG on this important initiative and delighted that such iconic venues like the O2 and the SSE Arena Wembley will be leading our launch plans.”
Tom Miseradino, president and CEO of AEG Europe: “There has been a noticeable shift in the industry recently, and more of our artists and promoters want a better solution to ensure fans get an authentic ticket at a fair price We have been deeply impressed with this technology and what it allows us, our partners and our customers to do.
“Through AXS Marketplace, Flash Seats mobile delivery and capped pricing, we can now deliver this. It is fairer for fans, eliminates counterfeiting, combats touting and allows us to have a complete view of everyone at the event.
“We have listened and responded. This partnership is a ground-breaking solution for ticketing in Europe and we encourage other ticketing providers selling seats at our venues to join it.”