Fans going to the Manchester Arena can now receive tickets directly to their mobile phones, send tickets securely to friends to enter the venue separately and re-sell unwanted tickets to other gig-goers via Ticketmaster's fan-to-fan marketplace.
John Sharkey, EVP, European operations of SMG Europe, said: “We know fans want the buying and using of tickets to be as simple, straightforward and safe as possible, which is why we are excited to begin rolling out digital tickets at our flagship venue, the Manchester Arena. Being able to partner with Ticketmaster to do this also helps to give fans the peace of mind that while they can now receive their tickets straight to their mobile, it is being powered by a ticket agent they know and trust.”
Other benefits include the introduction of animated tickets with moving digital panels, which prevent people from attempting to use screenshots to enter shows while allowing venue staff to immediately assess the authenticity of tickets at the gate.
“We’re approaching Manchester Arena’s 25th anniversary in 2020 and are very much looking forward at what the next five, 10 and 25 years looks like for the venue and this great city," added Sharkey. "Along with the arena’s landlords, we are committed to ensuring we continue to deliver a world-class experience for our visitors who come from far and wide each year.”
Digital tickets will be available for all upcoming events at the Manchester Arena, including upcoming shows by Take That, Hugh Jackman, Michael Bublé and Cher.
Ticketmaster UK’s second largest office is located in Manchester and is the centre of all its customer service operations.
Andrew Parsons, MD of Ticketmaster UK, said: “We are committed to bringing the benefits of digital tickets to fans across the country. Partnering with SMG Europe to introduce the technology at the UK’s largest indoor venue is a huge step in our journey and we are proud to be here given our strong presence in Manchester."