Online ticket brokering

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Online ticket brokering is the resale of tickets through a web-based ticket brokering service. Prices on ticket brokering websites are determined by demand, availability, and the ticket reseller. Tickets sold through an online ticket brokering service may or may not be authorized by the official seller. Generally, the majority of trading on ticket brokering websites concerns itself with tickets to live entertainment events whereby the primary officially licensed seller's supply has been exhausted and the event has been declared "sold-out". This "sold-out" status increases the ticket's potential market value. Critics of the industry compare the resale of tickets online to ‘ticket touting’, ‘scalping’ or a variety of other terms for the unofficial sale of tickets directly outside the venue of an event.

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The late 1990s and early 2000s saw the emergence of online ticket brokering as a lucrative business. Corporate ticket reselling firm Ticketmaster developed a strong online presence, dominating the online market. But, by 2006 Ticketmaster's stranglehold on the industry loosened with the emergence of other online ticket brokering companies, such as StubHub who won Major League Baseball's ticket resale business over Ticketmaster. [1]

Securities analyst Joe Bonner, who tracks Ticketmaster's parent company New York-based IAC/InterActiveCorp, told USA Today: "You have to look at the secondary market as something that is a real threat to Ticketmaster. They missed the boat. StubHub has been around a few years now already. They weren't as proactive as they probably should have been." [2]

Eric Baker, founder and CEO of Viagogo.com, a European ticket resale website has described the loosening of Ticketmaster's grip on the market as "the equivalent in the ticketing industry of the fall of the Roman Empire". [3]

By 2008 Internet ticket fraud had emerged as global problem, when fake ticket websites defrauded millions of dollars from sports fans by selling Beijing Olympics tickets which they had no intention of delivering. [4] [5]

Online ticket brokering today

Due to the success of the secondary sale of tickets on the web, the line between ‘official’ (primary) ticket sellers and online ticket brokers (secondary sellers) has blurred. The two are now competing directly on a relatively level playing field: the internet.

Signs of change

Signs of the new, mature online ticket business are cropping up.

Consultancy and training firms are increasingly focusing on this ‘cleaning up’ trend. Events such as Ticket Summit 2008 in the US, held by the Better Ticketing Association, are becoming more and more common. A look at the program for this congress gives a good idea of the key indicators on the agenda of ‘professionalizing’ online ticket brokering. Topics include: ‘Getting Legal’, ‘Media Relations’ and ‘Building Your Base: The Lost Art of Customer Service’. There are similar conferences in the UK, such as the ‘Ticket Touting: Going, Going…Gone?’ conference held in London on 19 March 2008. Live UK Summit is another event that draws together ticketing agencies and other sectors involved in the live entertainment industry together in an open discussion forum. [6]

Another sign of change is the increasing legitimization of the internet as a free market environment for entrepreneurs, with plenty of online ticket broker communities sprouting up in recent years. [7] Many states in the US are repealing laws against ticket reselling. Five states have made the resale of tickets legal in 2007, with a Missouri senator stating, ‘It makes no sense that we would turn people into criminals for simply wanting to resell a ticket […].’ [8]

While the internet is becoming an increasingly safer place to shop, it is still not the place for the overcautious buyer. Online ticket brokering is legal in most countries, such as the UK and other European countries, and it is a profitable business venture. Venue owners and secondary ticket sellers debated this issue at the ‘Ticket Touting: Going, Going…Gone?’ conference held in London on 19 March 2008, concluding that, for the time being, ticket resale is a legal and acceptable practice in the UK. [9] This seems to suggest that ticket reselling is increasingly ‘above board’, forcing online brokers to promise their customers the same service expected from primary sellers. This overall sea change presents a real challenge to corporate strongholds and is forcing sellers on both sides to try new things.

Related Research Articles

Ticketmaster Entertainment, LLC is an American ticket sales and distribution company based in Beverly Hills, California with operations in many countries around the world. In 2010, it merged with Live Nation under the name Live Nation Entertainment.

A reseller is a company or individual (merchant) that purchases goods or services with the intention of selling them rather than consuming or using them. This is usually done for profit. One example can be found in the industry of telecommunications, where companies buy excess amounts of transmission capacity or call time from other carriers and resell it to smaller carriers.

<span class="mw-page-title-main">Ticket resale</span> Act of reselling tickets for admission to events

Ticket resale is the act of reselling tickets for admission to events. Tickets are bought from licensed sellers and then sold for a price determined by the individual or company in possession of the tickets. Tickets sold through secondary sources may be sold for less or more than their face value depending on demand, which tends to vary as the event date approaches. When the supply of tickets for a given event available through authorized ticket sellers is depleted, the event is considered "sold out", generally increasing the market value for any tickets on offer through secondary sellers. Ticket resale is common in both sporting and musical events.

Tour promoters are the individuals or companies responsible for organizing a live concert tour or special event performance. The tour promoter makes an offer of engagement to a particular artist, usually through the artist’s agent or music manager. The promoter and agent then negotiate the live performance contract. The majority of live performance contracts are drawn up using the American Federation of Musicians (AFM) standard contract format known as the AFM Performance Agreement.

<span class="mw-page-title-main">StubHub</span> American ticket brokering company

StubHub is an American ticket exchange and resale company. It provides services for buyers and sellers of tickets for sports, concerts, theater, and other live entertainment events. By 2015, it was the world's largest ticket marketplace. While the company does not currently disclose its financials, in 2015 it had over 16 million unique visitors and nearly 10 million live events per month.

<span class="mw-page-title-main">Digital goods</span>

Digital goods or e-goods are intangible goods that exist in digital form. Examples are Wikipedia articles; digital media, such as e-books, downloadable music, internet radio, internet television and streaming media; fonts, logos, photos and graphics; digital subscriptions; online ads ; internet coupons; electronic tickets; electronically treated documentation in many different fields; downloadable software and mobile apps; cloud-based applications and online games; virtual goods used within the virtual economies of online games and communities; workbooks; worksheets; planners; e-learning ; webinars, video tutorials, blog posts; cards; patterns; website themes; templates.

Viagogo, stylized by the company as viagogo, is a multinational ticket exchange and ticket resale brand. It is headquartered in the United States and has been owned by StubHub since 2021. It was founded in London in 2006 by Eric Baker as an online marketplace for consumers to buy and sell tickets to sports, music, theatre and comedy events.

<span class="mw-page-title-main">Ticket (admission)</span> Paper or cardboard document showing payment for access to an event or service

A ticket is a voucher that indicates that an individual is entitled to admission to an event or establishment such as a theatre, amusement park, or tourist attraction, or has a right to travel on a vehicle, such as with an airline ticket, bus ticket or train ticket. An individual typically pays for a ticket, but it may be free of charge. A ticket may serve simply as proof of entitlement or reservation. A ticket may be valid for any seat or for a specific one.

Coast to Coast Tickets is an American online marketer of event tickets, also known as a ticket broker, operating in the secondary ticket market. The company is based in Chicago, Illinois.

Until 27 November 2018 Seatwave was an online ticket marketplace for buying and selling tickets to music, sporting and cultural events. Seatwave was founded in May 2006. Ticket sellers used to be able to list their tickets on Seatwave and specify what price they would be willing to sell them for. Buyers could browse the site, compare ticket prices and could then purchase the ticket they feel was the best deal.

A ticket exchange, also known as a secondary ticket outlet, is a market where tickets are bought and sold. Ticket exchanges allow people to buy and sell tickets online. Typically, ticket exchanges are used by individuals wanting to buy or resell tickets from other individuals rather than from the event the ticket is for. Originally, this industry was dominated by street-based touts working outside large events and venues, buying tickets cheaply from people who had spares and selling them on to last-minute buyers. While some street touts may still exist, the advent of the internet has transformed the practice. Secondary markets today are predominantly online. There are two niches of ticket exchanges, also called secondary marketplaces: event tickets and travel reservations.

TicketsNow was an online ticket retailer. It was founded in 1992 by Mike Domek and headquartered in Woodstock, Illinois.

<span class="mw-page-title-main">Stage Dive</span>

Stage Dive is a British online secondary ticket broker trading in the UK market and supplying tickets for concert, theatre and sports events.

EU Secondary Ticketing Association, also known as EUSTA is a non-governmental, self-regulatory body based in the Netherlands, formed to provide self-regulation within the ticket resale industry in the European Union. EUSTA's aim is to ensure fairness and openness in the sale of event tickets and its members are required to comply with a stringent code of practice.

TicketNetwork is an online marketplace that provides an outlet for buyers and sellers of tickets to live entertainment events. The company was founded in 2002 by ticket broker Don Vaccaro and software developer Doug Kruse. It operates several retail sites and partners with large name brand travel and media companies.

<span class="mw-page-title-main">12-12-12: The Concert for Sandy Relief</span> Benefit concerts held in 2012

12-12-12: The Concert for Sandy Relief was a benefit concert that took place at Madison Square Garden in New York City on December 12, 2012.

<span class="mw-page-title-main">AXS (company)</span> Ticketing company

AXS is an American ticket outlet for sports and entertainment events, founded in 2011 and owned by Anschutz Entertainment Group (AEG), the world's second largest entertainment promoter behind Live Nation Entertainment. AEG operate venues globally, as well as promote events under their AEG Presents banner, meaning these venues and promoted events typically use AXS as their primary ticket outlet.

Ticketbis is an online platform where users can buy and sell tickets to events. Founded in Spain in 2009 by Ander Michelena and Jon Uriarte, the company operates under the secondary ticketing market alongside several others including industry giant StubHub. Ticketbis is currently present in 31 countries.

The Better Online Ticket Sales Act of 2016 was signed into federal law by President Barack Obama on December 14, 2016. This act was created to thwart attempts by individuals and organization to automate the process of purchasing tickets en masse using ticket bots. Later, these tickets are often resold on third-party sites for profit at a markup over face value, or at a loss. This activity is also referred to as ticket scalping. The BOTS Act outlawed the resale of tickets purchased using bot technology and set a fine of $16,000 for violations of the act, which is enforced by the U.S. Federal Trade Commission.

<span class="mw-page-title-main">2022 Ticketmaster controversy</span> Issues regarding ticket sales of a Taylor Swift concert tour

American ticket sales platform Ticketmaster and parent company Live Nation Entertainment received widespread public criticism and political scrutiny over blunders in selling tickets to the United States leg of the Eras Tour (2023), the sixth concert tour by American singer-songwriter Taylor Swift, in November 2022. It has been referred to as the Taylor Swift–Ticketmaster fiasco in the mainstream media.

References

  1. https://www.usatoday.com/sports/2008-01-18-48774553_x.htm [ bare URL ]
  2. https://www.usatoday.com/sports/2008-01-18-48774553_x.htm [ bare URL ]
  3. https://www.usatoday.com/sports/2008-01-18-48774553_x.htm [ bare URL ]
  4. Jamie Doward: "How boom in rogue ticket websites fleeces Britons". The Observer, Sunday March 9 2008.
  5. “Ticket swindle leaves trail of losers”. By Jacquelin Magnay, Sydney Morning Herald’’, August 4, 2008.
  6. Live UK Summit
  7. Ticketflipping
  8. Missouri’s Senate Approves Ticket Reselling Law | TicketNews
  9. U.K. Debate Simmers On Secondary Ticketing

Purchasing Tickets OnlineArchived from the original on Sep 23