Ticketing has long been an industry that works unlike any other. It’d be in the best interest of venues and teams to sell tickets in ways that would reach the most fans. Simple logic, yes, but the industry has yet to execute. Focused on that shortcoming, SeatGeek, a leading mobile-first ticketing marketplace, has launched SeatGeek Enterprise.
“For us, openness is all about solving that problem,” SeatGeek co-founder Jack Groetzinger said. “It’s about allowing the team to ultimately reach their fans in many different channels wherever they want to, when they want to.”
Enterprise is a harmonious coming-together of SeatGeek ticketing services. The four pillars include the normal, consumer-facing ticket selling software, SeatGeek Open, partner services and a primary ticketing software called SRO.
SRO is the brainchild of the Israeli-based TopTix, a company acquired by SeatGeek back in April. The platform serves as the operating system for a venue. It’s used to sell tickets, run the box office, service fans and handle season tickets.
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“Over the past six months since the acquisition we’ve fully merged TopTix into SeatGeek and we’re thrilled to have them as part of our company,” Groetzinger said. “We feel like it’s now appropriate to really roll all of TopTix and SeatGeek under the same brand to sort of memorialize how we’re now operating.”
Groetzinger feels the tech making up Enterprise cements SeatGeek as a disruptor within the live event industry.”I think ultimately our industry up to this point has been controlled by a small number of companies that ultimately have been very stagnant from a technology standpoint and I’m a big believer in the power of technology to change things and improve people’s lives, etc.”
Enterprise’s launch is hardly a “launch” at all. The platform already powers hundreds of organizations including top Major League Soccer clubs like the Seattle Sounders.
On top of U.S. clients, the SeatGeek brand is expanding outside the country’s borders for the first time. “Our consumer brand is still U.S.-only for now, but on the primary side we’ll continue to grow in the U.K.,” Groetzinger explained.
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Clients include English Premier League teams such as Leicester City, Brighton and Hove and West Bromwich.
“Ultimately, we think that SeatGeek is a technology company and if we’re doing our job we’re building great technology to convince people to do more stuff, to go see more things live,” Groetzinger said.
While remaining focused on the core business of secondary ticketing in the U.S., Enterprise signifies a greater effort in creating meaningful consumer experiences through improved technology.