third MLS franchise to use the scanning technology
(from CLEAR), so fans enter the stadium via special
lanes with a touch of the finger. It could even move instadium,
with plans afoot to use it for faster purchases.
“If buying a beer, for instance, you’re identified in the
system and already age-verified, and you can pay
simultaneously.” Ticketmaster also has a share in Texasbased
Blink Identity and is reportedly looking at
integrating iris and facial recognition into Presence.
Such solutions have had civil rights groups claiming
it could risk normalizing a ‘mass surveillance tool’ –
just last year Manchester City distanced itself from
reports it was trialing a solution at the Etihad.
Meanwhile, Blink Identity’s CEO and co-founder, Mary
Haskett, has been compelled to allay fears relating to
the misuse of information collected by revealing its
system “puts individuals entirely in control of their data
and how it is used”. Facial recognition can be
“compatible with personal privacy”, she notes, before
stressing the Blink system is “transparent, accountable
and voluntary”.
The benefi ts of going digital
Tixserve’s CTO, David Mc Carthy, sings from a similar
hymn sheet when it comes to the benefits of m-ticket
advances, and cites the moves made by the NFL,
legislation such as Italy’s requiring named ticket
holders for large events, and last but not least consumer
demand. “We enable stadia to retain their existing
infrastructure while providing
uniquely secure tickets,” he says.
“Given each ticket holder is
identifiable and can be
communicated with directly prior
to, during and post event, the use
of stadium facilities can be
significantly leveraged. On
matchdays, there is typically a
surge of arrivals in the final 20
minutes before kick-off, which
results in issues for crowd control,
loss of revenue for in-stadia F&B
and empty seats for TV
broadcasters. With Tixserve, you can offer time-based
vouchers – to cajole ticket holders into arriving early,
with the added benefits that ensue.”
Tixserve in-ticket vouchers and other advertising
and m-commerce functionality also have the capability
to track the redemption of such vouchers down to an
individual, which Mc Carthy feels is a game-changer.
“Our solution has even been used for live crowd
control with ticket holders being sent targeted messages
to move to other gates with shorter queues.”
Last year, Tixserve announced a deal with the
Rugby Football Union at Twickenham, the goal being
to improve customer service, prevent unauthorized
resale of tickets and enhance interaction with patrons,
while providing vital ‘know-your-customer’ data and
other insights. Mc Carthy confirms the rollout has been
well received and is now being used to scale. “Our
solution solves real-life issues identified by our initial
research and now extensive experience at large events
and stadia,” he says. “Other solutions often use
technology for the sake of it and create more challenges
for venues, not fewer.”
“In the future – when everything has gone digital
and it’s more integrated into society – I could envisage
people themselves being an extension of technology,
just using their online identities to purchase
‘authentication’ to enter events,” predicts EventChain’s
Addison. “At the end of the day, a ticket is merely a
paper representation of our identities.” ■
Tixserve’s platform, which is
in operation at Twickenham
Stadium, UK, can provide vital
customer data insights to the
venue operators to help deliver
a more individual interaction
“Our solution has even been used for live
crowd control with ticket holders being
sent targeted messages to move to other
gates with shorter queues”
David Mc Carthy, CTO, Tixserve
TICKETING
56 www.stadia-magazine.com March 2020
/www.stadia-magazine.com