Ticketmaster’s 3D Virtual Venue Technology launches for Scottish Rugby Union

Ticketmaster has announced that Scottish Rugby is the first governing body to launch Ticketmaster’s 3D Virtual Venue technology at BT Murrayfield. Ticketmaster Sport and Hull KR have also agreed to renew their long-term partnership in a multi-year deal that sees the two companies working more closely together than ever before. 

Virtual Venue is a fully integrated purchase experience, offering fans a unique, life-like view of seats within the stadium when purchasing tickets on any device. This season, Scottish Rugby fans will be able to digitally preview 360-degree views, with real-time availability of tickets and the chance to compare with other sections in the stadium, before deciding on the seats they wish to purchase.

Kerry Halliday, Head of Group Ticketing & Customer Engagement at Scottish Rugby explained:

Virtual Venue is a great example of the steps we are taking in our digital transformation journey. After a lot of time and dedication, we are delighted to be able to launch. Inviting fan’s ‘inside’ to choose their preferred seat and experience views from areas of the stadium they may otherwise never experience will significantly enhance engagement and establish a deeper connection with our fans from the minute they have purchased their ticket.

Chris Gratton, COO of Ticketmaster Sport commented:

We’re very excited to be launching our 3D Virtual Venue technology at the largest stadium in Scotland. Virtual Venue not only brings the home of Scottish Rugby to life, but it will also give fans greater autonomy over their purchase decisions at BT Murrayfield for seasons to come.

ALSD International 2022 is taking place at Tottenham Hotspur Stadium, September 19-20, with 300+ attendees confirmed. The core focus of optimising revenue through New Builds, Renovations & Service Expansions, means that topics such as Architecture & Design, Fan Experience, Hospitality & Interiors, Premium Seating, Sustainability and Technology are among the key pillars. Ticketmaster Sport’s Chris Gratton is one of 50+ speakers.

See Virtual Venue in action here.

Ticketmaster Sport and Hull KR renew long-term partnership

Ticketmaster Sport and Hull KR have agreed to renew their long-term partnership in a multi-year deal that sees the two companies working more closely together than ever before.

Buoyed by the investment in technology, marketing and account management that Ticketmaster invested into Hull KR, the team were delighted to sign this exclusive extension to the partnership that will see Hull KR as part of the Ticketmaster family for years to come.

Robins supporters will get to experience the following benefits:

  • Multiple filtering options making it easier to find the tickets they need.
  • Fully mobile optimised user interface with digital delivery to Google or Apple wallets.
  • Options to manage their own tickets more easily including upgrading tickets and easily adding Cup or one off fixtures to existing passes.
  • New functionality that will allow tickets to be allocated to friends and family.
  • Enhanced accessibility sales online.

Paul Lakin, Chief Executive at Hull KR commented:

We are delighted to continue our longstanding relationship with Ticketmaster. We have made huge strides in our digital transformation, and this further investment will continue to build on that, and allow us to tackle some of the stumbling blocks and feedback we’ve received from the old system. 

As always, the fans are at the heart of our decision making, and the platform will give fans greater control over their tickets and memberships whilst simplifying the process. We are particularly pleased the move will allow us to bring our popular direct Debit scheme Rovers Forever ‘in-house’. For the first time, Direct Debits will link to fans online accounts so everything is in one place so the supporter can keep track of their payments.

Chris Gratton, COO of Ticketmaster Sport added:

Working with Hull KR so closely has been fantastic as our teams have delivered and continue to deliver the future-facing technology that Hull KR deserve. I’m delighted that Hull KR have renewed their trust in our systems and our ability to always deliver solutions that are aligned with the club’s priorities. I look forward to continue working in partnership with the team at Hull KR.

Source: Ticketmaster

Sports Venue Business organises and delivers ALSD International – EMEA’s leading event for the Premium Seat & Hospitality sector, with a focus on optimising revenue through New Builds, Renovations & Service Expansions – on behalf of the ALSD (Association of Luxury Suite Directors)…

…the 2022 event will feature a high-level conference, an exhibition showcasing industry-leading products & services, networking events and a behind-the-scenes tour of Tottenham Hotspur Stadium, powered by THFC and Levy UK + Ireland, plus a networking app to ensure engagement pre and post event.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

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