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Ticketmaster Verified Fan
By implementing the Verified Fan program powered by AI-driven fraud detection, Ticketmaster dramatically reduced scalping by 90%, securing ticketing for 100M+ MAUs and establishing a new standard in fan-first ticket distribution.
On average 34% of onsale tickets ended up in brokers hands as they scrapped tickets before fans. The Verified Fan program, powered by AI and machine learning, transformed early ticket access for over 100M fans, pioneered by celebrities such as Eric Church, Taylor Swift, and the Hamilton Broadway Show. This initiative combated scalping, reducing it by 90%, underscoring Ticketmaster's innovative approach to secure, fan-first ticket distribution. It's been piloted by 75+ major tours including Taylor Swift's Reputation Tour (holds record for highest grossing US tour at $266M), Springsteen on Broadway, Harry Potter and the Cursed Child, and numerous runs of Hamilton.
Challenge
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On average, 34% of onsale tickets ends up in brokers' hands. Tickets are scraped by ticket-buying bots in minutes, before the real fans can get a chance. As a result, fans are disappointed and have to buy those tickets at 10x the retail value on StubHub. This is a huge frustration for real fans and an $8 billion problem for the live events business.
Results
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The Verified Fan program, powered by AI and machine learning, reduced scalped tickets to under 1% of total sales. Our machine learning algorithms analyzed patterns and predicted fraudulent behaviors, effectively identifying and blocking ticket bots—a major win against scalpers. This achievement allowed the program to support 150+ artists within three years, cut scalper activity by up to 90% per tour, and improve ticket security for 100M+ fans. It reinforced Ticketmaster's dedication to ethical ticket sales, established a new standard in ticketing, and set a precedent for fan-first distribution.
Goal
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Our goal was to ensure tickets went directly to fans rather than bots, by utilizing AI technology alongside personal data to verify each fan's authenticity. This strategy effectively placed fans ahead of the bots and ensured that tickets went to those who were truly passionate about the event.
150+
Celebrity Artists
100M+
MAUs
90%
True Fans
Product Press
Nov 3, 2022
Billboard
How Taylor Swift Changed the Course of the Concert Ticketing Businesses
Jan 31, 2018
Bloomberg
Taylor Swift Wants Her Money Back
Mar 14, 2017
Vox
Ticketmaster is using its software — and your data — to take on ticket-buying bots
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