Ticket holders to this year’s British and Irish Lions rugby union tour will be the first Australian sports fans to have access to a new digital ticketing technology.
Rugby Australia Director of Commercial & Marketing James Durbin said the organisation was the first Australian rights holder to bring Tixserve and its “fan-centric technology” to the country.
“With sell-outs expected across the country, a customer-focused solution such as Tixserve is vital to enhance our fans’ experience,” Mr Durbin said.
“The system will allow streamlined entry to matches and other events, allowing fans to focus on enjoying the Lions Tour.”
Tixserve Managing Director Patrick Kirby said a standalone white-label event app had been developed for Rugby Australia, which would initially handle digital ticket delivery for all travelling and hospitality guests during the Lions Tour, including the three Test matches between the Wallabies and the British and Irish Lions.
Mr Kirby said as part of a multi-year agreement, Rugby Australia planned to use the app for international and franchise matches following the Lions tour.
He said the app delivered digital tickets that were secure from fraud, while providing enhanced fan engagement features including real-time event notifications, direct access to corporate and travel packages, and content-rich match-day experiences for both travelling supporters and hospitality guests.
“In addition to top-level security, easy distribution and the guarantee that you are holding a genuine ticket, the dynamic nature of the platform allows fans elevated and content-rich customer service.”
Mr Kirby said the platform also gave event owners real-time validated data on their attendees.
“This environment enhances fan engagement, facilitates in-app marketing, and creates ancillary revenue opportunities for event owners and their business partners and sponsors, all while yielding significant cost savings compared to traditional ticket fulfilment.”
He said the digital-only ticketing approach also supported environmental sustainability and eliminated paper waste, while significantly reducing fraud and scalping opportunities through advanced security features.
“Our digital ticket fulfilment platform is already used for a variety of sports and entertainment events, including cricket, tennis, football, and concerts in Ireland, the UK, and Hong Kong, and we look forward to getting the opportunity to respond to the business requirements of the wider Australian and New Zealand ticketing markets.”
