Dynamic ticket pricing is starting to catch on in college football. Fifteen percent of 88 Football Bowl Subdivision schools said they employed dynamic ticketing for football this year, according to a CBSSports.com survey. The practice involves adjusting single-game prices according to real-time market conditions such as fan demand and ticket availability. Dynamic pricing "seems to be the future," notes Rutgers University's Geoff Brown. "There's a need to maximize ticket revenue and at the same time not penalize longtime, true Rutgers fans." Rutgers uses dynamic ticketing for its Big Ten home games while maintaining a fixed price of $60 and $45 for its Tulane and Howard games depending on seat location, and the school sold out its season tickets with a record 31,000 purchases. Rutgers utilizes a database analytics manager and an alliance with Ticket City to compare its prices to what tickets are going for on the secondary market, and Brown says strengthening the value of its season ticket was a key motivator for the school's dynamic pricing implementation. Digonex Technologies founder Jan Alan Eglen says pro sports teams use dynamic pricing more, but he expects increasing adoption for college games.