The global online ticketing market continues to expand rapidly and is expected to reach a value of US$101.36 billion by 2029, according to a study by Market Research Future. This 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 is already showing concrete signs of this transformation. Recent data from Serasa reveals that 46% of Brazilians allocate part of their monthly budget to concerts and events, while another survey conducted by Viagogo in partnership with YouGov reinforces this fact, showing that 43% of respondents give up consuming alcohol in exchange for purchasing a ticket to shows.
As a result, 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 aimed at efficiency, time optimization, seamless digital journeys, security, and, above all, personalized experiences for an increasingly demanding generation. This is revealed by a McKinsey consultancy survey, which shows that 71% of consumers expect personalized experiences from brands.
In 2024 alone, for example, ElevenTickets, a platform developed by Imply Technology, processed over 10 million tickets for thousands of cultural and sporting events across the country. Among the highlights are festivals like the Oktoberfest in Blumenau, which set attendance and profit records, increasing by 59% compared to the previous year.
“In an increasingly digital and personalized consumption scenario, we’ve broken records, connected millions of people to unforgettable experiences, and delivered outstanding results to our clients 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 to digital security has also grown. Scams involving ticket counterfeiting and cloned websites have become increasingly common. “Digitization is essential for the sector, but it must be accompanied by robust cybersecurity solutions. Consumers should always buy from trusted and official platforms, look for security seals, use protected payment methods, and avoid unauthorized intermediaries,” warns Ana Vitória, a cybersecurity specialist at Keeggo, a technology consultancy.
Gabriel Bulsing, Operations Manager at ElevenTickets Imply®, further emphasizes that scammers can create websites with addresses very similar to the official ones but with small variations. “That’s why, when purchasing tickets online, it’s essential for users to carefully verify the website they’re accessing, avoiding cloned pages or suspicious domains that may sell fake tickets. The best practice is always to access sales links through the official channels of the brand responsible for ticket sales,” he advises. Trusted websites usually start with ‘https://’—the ‘s’ indicates the presence of an SSL certificate, which ensures data protection and secure browsing. Another important point is to check for the security padlock icon next to the address. “Moreover, it’s crucial to be wary of offers with prices well below the norm, as they may indicate a fraud attempt,” he concludes.
