The global online ticket market continues to expand strongly and is expected to reach the US$101.36 billion mark by 2029, according to a study by Market Research Future.The forecast is a direct reflection of the accelerated digitization of events, the growth of live entertainment and consumer demand for more connected and personalized experiences.
In Brazil, the sector already gives concrete signs of this transformation. Recent data from Serasa reveal that 46% of Brazilians reserve part of the monthly budget for shows and events while another survey conducted by Viagogo in partnership with YouGov reinforces the fact, showing that 43% of respondents give up consuming alcohol in exchange for being able to buy a ticket to shows.
With this, digital platforms have played a key role in enabling this consumption, with solutions that go beyond ticket sales, including access control, cashless systems, digital wallets and facial recognition, all for the sake of effectiveness, time optimization, fluid digital journeys, security and especially personalized experiences for an increasingly demanding generation. This is what reveals the survey of McKinsey consulting, which shows that 71% of consumers expect personalized experiences from brands.
In 2024 alone, for example, ElevenTickets, a platform developed by Imply Tecnologia, processed more than 10 million tickets in thousands of cultural and sporting events throughout the country. Among the highlights are festivals such as the Oktoberfest of Blumenau, which registered record attendance and profit, which increased by 59% compared to the previous year.
“In an increasingly digital and personalized consumer scenario, we have surpassed records, connected millions of people to unforgettable experiences and delivered amazing results to our customers and partners.We believe that personalization and digital transformation are the foundations for creating memorable experiences”, says Tironi Paz Ortiz, CEO and founder of Imply.
With the increase in online ticket purchases, attention also grows with digital security. Scams involving counterfeiting of entries and cloning of pages have been increasingly common. “A digitization is fundamental for the sector, but it needs to be accompanied by robust cybersecurity solutions. The consumer should always buy on reliable and official platforms, check security seals, use protected means of payments and avoid unauthorized intermediaries”, warns Ana Vitoria, Keeggo cybersecurity specialist, technology consultancy.
Gabriel Bulsing, Operations Manager of ElevenTickets Imply further reinforces that scammers can create websites with addresses very similar to the official ones, but with small variations. “Therefore, when buying tickets online, it is essential that users carefully check the accessed website, avoiding cloned pages or suspicious domains that can market fake tickets. The best practice is always to access the sales links through the official channels of the brand responsible for marketing the entries” The trusted sites usually start with https:///00 ’ The attempt of the’ indicates the presence of an SSL certificate, which ensures the protection of the security point is important.
