AEG is rolling-out a system that will allow punters to reserve adjacent seats for friends at concerts and sports events, via its ticketing arm AXS.
The sports and entertainment company, which owns a number of venues across the world including London’s O2 Arena says that the new system – AXS Invite - will make it easier to sell tickets and, in turn, for punters to buy them.
Music, sports and entertainment fans will be able to pay for their own seats and then reserve several adjacent ones online. The buyer will then invite friends over Facebook or email and the recipient has 48 hours to accept or decline the invite.
The friends then register and pay for their own tickets with unsold seats going back up for sale once the invite has expired.
AXS Invite will not be made available at the point when tickets first go on sale, which means it is unlikely to be useful for shows that sell out quickly.
"For us and for the artist and the venue, it's really about finding a way to sell more tickets," said Tom Andrus, general manager of AXS.com – AEG’s ticketing arm. "For the customer it's a way of making it more convenient."