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Live Nation's $100m Investment in Ticketmaster Tech to Battle Dodgy Bots

Thursday, July 18, 2013   (0 Comments)

Music Week (07/12/13) Ingham, Tim

Live Nation merged with Ticketmaster in 2010 and is now investing $100 million in technology over the next three years to upgrade Ticketmaster's ticketing services and to prevent automated ticket purchases from computer bots. "Part of this $100 million we’re spending is about figuring out how to do a better job stopping bots," says Live Nation's Joe Berchtold. "We need to reduce the scalpers' ability to go in and get the number of good tickets they’re getting." The new technology will help automate Ticketmaster's processes, with "fan-friendly" features such as a mobile, app-based digital system to use, share, and resell tickets. "It gives you overall management of your tickets," Berchtold says. "We expect to be substantially rolling it out in the U.S. next year and we’ll deploy into the U.S. next year." Ticketmaster also will soon become more active in the secondary ticket market when it launches its new platform called TicketMaster-Plus, which combines Live Nation-owned primary and secondary marketplaces. "TicketMaster-plus will put the primary and secondary tickets to our events on the same page," Berchtold says. "Because we own the IP on the 400 million-[plus] tickets that we issue every year, we can cancel the ticket you’re selling and reissue it directly [to the buyer]." Berchtold believes this will help guard against the sale of fraudulent tickets.


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