The ENCORE Digital Weekly Magazine is a
March 16, 2017 

Feature News
Touring News
Business News
Venue News
Label & Publishing News
Legal News
Awards & Benefits News
Technology News
Industry Profile
Lefsetz Letter
Artist Snapshot
Vital Signs
International News
Net News





Ticketmaster's Verified Fan Program Seeks To Battle Bots
Posted: March 15, 2017
LOS ANGELES (CelebrityAccess) -- Live Nation's ticketing unit Ticketmaster has rolled out an expanded version of their “Verified Fan” program in an effort to compact ticket scalping.

Verified Fan uses a combination of expert systems and customer data such as purchasing history in an effort to identify fans purchasing tickets and cut down on automated ticket buying systems or bots. Live Nation believes the program will cut down on ticket speculation, which they identify as an $8 billion dollar industry.

According to ReCode, the company has been dipping its toes in the water with the program, testing it over the past few months with smaller tours, but recently rolled it out the new system with pre-sales for Ed Sheeran's new tour which went on sale this week.

David Marcus, Ticketmaster’s head of music in North America told ReCode that the program appears to be effective, noting that in tours that utilize the system have an estimated bot buy rate of about 1% compared with numbers that are typically in the double digits.

Marcus added that if the program proves practical at scale, they will move it beyond the presale window, which currently encompasses a minority of ticket purchases.

"That’s like cocaine money. That's going to attract a lot of good people” Rapino said of the $8 billion secondary market. Rapino's solution was for artists, sports leagues and other people with tickets to sell to simply raise their prices at the start to remove the economic incentive.

“We can have the best technology, we can try to stop it, we can try to isolate it. But you can’t ever fix this when you leave that much money on the table,” Rapino said.

However, the Verified Fan program does not address the built-in perverse financial incentives for Live Nation as owners of multiple secondary ticketing services, or if the revenue from increased ticket prices would offset the loss of Live Nation's share of an $8 billion dollar hit to the secondary market. - Staff Writers

© 2001-2017 Gen-Den Corporation. All rights reserved.
CelebrityAccessSM and Gen-DenSM are service marks of Gen-Den Corporation.

** ENCORE readers and those that utilize ENCORE features are bound by the ENCORE NEWSLETTER USE AGREEMENT. If you choose not to be bound by this agreement, please discard the e-mail and notify us of your desire to be removed from future mailings. **