MANCHESTER, UK (CelebrityAccess) — SMG Europe, the largest operator of sports and music venues in the UK and Europe, announced it has partnered with Ticketmaster to deploy digital ticketing technology at Manchester Arena.
Fans attending events at the arena can now receive tickets directly on their mobile phones, send tickets securely to friends to enter the venue separately and make use of Ticketmaster’s fan-to-fan marketplace to re-sell unwanted tickets to other gig-goers.
The deal also includes technology such as “animated tickets” which feature moving panels that prevent people from attempting to use screenshots to enter shows and will allow venue staff to assess a ticket’s validity.
Digital tickets will be available for all upcoming events at the Manchester Arena, including Andrea Bocelli, Cher and Little Mix who slated to play the venue this year.
“We know fans want the buying and using of tickets to be as simple, straightforward and safe as possible, which is why we are excited to begin rolling out digital tickets at our flagship venue, the Manchester Arena. Being able to partner with Ticketmaster to do this also helps to give fans the peace of mind that while they can now receive their tickets straight to their mobile, it is being powered by a ticket agent they know and trust,” said John Sharkey, Executive Vice President, European Operations of SMG Europe.
“We are committed to bringing the benefits of digital tickets to fans across the country. Partnering with SMG Europe to introduce the technology at the UK’s largest indoor venue is a huge step in our journey and we are proud to be here given our strong presence in Manchester,” he added.