Ticketmaster has announced that it will introduce a new system for selling tickets online.
The aim of the new ‘Verified Fan’ system is to ensure that actual fans get their hands on tickets, rather than touts, who purchase tickets and then sell them for a higher price than the original.
The new system has already been used in the US to sell tickets to Taylor Swift’s tour, according to Newstalk.Â
Speaking to the radio station, David Marcus, the company’s Executive Vice President and Head of Music, said the new system is fairly simple.
“It is a system for distributing tickets that relies not on when you buy the ticket but on who the ticket buyer is.”
He added: “Before the tickets are put on sale, an artist opens up a registration window. Fans are asked to come and register. The registration window is typically anywhere from three days to ten days.”
“Fans are asked to provide name, mobile phone number and email address.”
This information is then used to run a series of algorithms to predict what the person would do with a ticket if they were invited to buy one.Â
He added: “Would they go to the show and use the ticket? or would they resell the ticket?”
If the algorithms predict that the person will go to the concert, they will be invited to purchase a ticket. However, if it looks likely that the person will sell the ticket, they won’t be eligible to buy one.
Mr Marcus said the company will not be releasing any details about how the algorithm actually works, except that the algorithms are not based on “how big a fan” someone is, but rather if they are likely to resell.
He added: “The last point I want to make is; it is not a guarantee of a ticket. It is an invitation to purchase.”
The new system also aims to spread out the selling of tickets, so that there is no major rush to buy them at 9am when they first go on sale.Â
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