Arena owner AEG has ended its sometimes controvercial partnership with ticket resale platform StubHub after five years, and is to launch its own price-capped resale service, AXS Marketplace, in the UK via its AXS ticketing operation.
eBay-owned StubHub had been AXS’s “official secondary market” since AEG first partnered with the site in November 2012.
AXS Marketplace will enable fans to re-sell tickets for a maximum of 10 per cent above face value, or below, has been designed to allow artistes and promoters to manage restrictions on the resale of their tickets. .
AEG-owned The O2 (cap. 21,000) and The SSE Arena – Wembley (12,500), which it operates, will become the first venues to adopt AXS Marketplace, which is due to launch in the autumn. The platform will not use paper tickets, instead AEG said it had devised a Flash Seats delivery system, which it describes as a “mobile friendly, identity-based system” using “a dynamically changing barcode system” to prevent tickets being copied or shared illegally.
“We have listened and responded”
“We know that fans, artistes and their representatives have been looking for a solution to these issues for a long time and we believe AXS Marketplace with Flash Seats mobile delivery will be a real game-changer,” AXS Europe MD Robert Byrne.
AEG Europe president and chief executive Tom Miserendino says, “There has been a noticeable shift in the industry recently and more of our artistes and promoters want a better solution to ensure fans get an authentic ticket at a fair price. We have listened and responded.”.
AEG-owned AXS was introduced in the US in August 2011 as a rival to Ticketmaster and launched in the UK in October 2012.