The O2 and The SSE Arena have already teamed up with the initiative
A new paperless ticketing system could finally tackle ticket touts. Launched by AEG-owned ticketing provider AXS, the new AXS Marketplace has already partnered with The O2 and The SSE Arena, Wembley.
The resale site allows fans to resell their tickets at face value, capping any increase in price at 10%. The marketplace also gives artists and promoters access, so they can manage restrictions on the resale of tickets to their shows – meaning ticket touts won’t be able to sell at extortionate prices.
“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,” Tom Miserendino, president and CEO of AEG Europe, said. [AXS Marketplace] 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.”
The legislation made it a criminal offence to use automated technology to purchase large amounts of tickets to then be sold on at inflated prices.
Minister For Digital MP Matt Hancock told NME: “The goal here is to make sure that fans can buy tickets at reasonable prices. The legislation we announced yesterday is one part of the broader plan. The legislation to ban the bots is one track to come into force in April; it’s got to go through Parliament between now and now but I’m fully confident that they will approve.”
“This is about tackling computers that buy more than 10 tickets at a time, but we know there’s much more to it than that. The enforcement from police of existing laws has been progressing too so that we can use the powers that we’ve got alreadym,” he added.
“We’ve also got the Competition Authority looking at the market. Lots of people raised the concern that when the primary ticket seller owns the secondary ticket seller – giving them market power. It looks like they’re separate markets, when actually they’re not.”
“There are advantages to fans being able to sell on tickets that they don’t want. Venues can choose not to allow re-sale above face value, and some do. As we found in the Waterson Review published last year, fans overwhelmingly want the chance to re-sell a ticket if they can’t use them and have a functioning secondary market. What we need is a secondary market that is fair – not skewed.”