In an effort to cut out ticket touts and second-hand sales, The O2 and SSE Arena, Wembley are launching their own ticket resale services.
In partnership with ticketing provider AXS, AEG (the group which owns and operates both venues) is launching Flash Mobile Delivery and AXS Official Resale.
The new service will prevent ticket resale for profit, and become the only legitimate way to resell tickets that guarantee entry to both venues.
In a statement, AEG, said: “AEG and AXS are committed to ensuring fans pay a fair price for their tickets so all tickets sold through the venue websites and via AXS.com will be utilising Flash Mobile Delivery.
“Through this technology, all tickets are assigned to individuals with unique digital ID technology. This includes a dynamically changing barcode system, which ensures that the tickets cannot be illegally duplicated. It also allows fans to share their tickets easily with others in their party.”
The partnership between AEG Europe and AXS marks a distinct shift in the live entertainment industry. It underlines a commitment to a fairer and more transparent resale market for shows and a commitment to combatting fraud.
The technology will be used for the first time at The O2 from 14 April and at The SSE Arena, Wembley from 18 April, and applies to all new events going on-sale.
Robert Byrne, managing director of AXS Europe said: “AXS is proud to provide a fully integrated platform across both the primary and resale markets, giving everyone the opportunity to sell and purchase tickets at a capped, fair price.
“This will help prevent ticket touting and help combat illegal counterfeiting. We know that fans, artists and their representatives have been looking for a solution to these issues for a long time and we believe AXS Official Resale with Flash Mobile Delivery will be a real game-changer.”