The inaugural On Sale Live ’25 Confex event marked a first of its kind, bringing together professionals from across the ticketing and live entertainment industries. EN attended the event where it opened with energised insights from leaders across the live entertainment and digital space. It highlighted how shifting customer expectations and insights from other industries are reshaping the future of ticketing.
From live event producers to data experts, industry voices set the tone for a forward-thinking conversation: how can ticketing evolve beyond just selling seats ?
Beyond the ticket: New revenue streams
Traditional ticket sales alone are no longer sufficient. The event spotlighted the growing importance of diversifying income through immersive venue experiences. Venues are transforming into all-encompassing destinations, integrating bars, merchandise zones, and lounge areas to maximise on-site spending.
Add-ons and upselling: A smarter approach
Speakers emphasised that upselling is most effective when it feels seamless. Add-ons should be timely, targeted, and tailored sold during key moments in the purchasing journey, with offers matched to specific audience segments. This creates a sense of ‘confident buying’, where trust in the buying process increases customers’ willingness to upgrade to packages or perks.
Gamification and loyalty
Creating value through loyalty was another hot topic. Operators are experimenting with gamification offering loyalty points, incentives, or access to exclusive rewards.
This approach transforms a single transaction into an ongoing brand relationship, where repeat attendance, referrals, and social sharing are encouraged through meaningful perks. Done well, loyalty strategies not only boost customer retention but also help create a sense of community and belonging around the event experience.
Understanding the audience
Audience segmentation is becoming increasingly granular. By breaking down audience behaviours and preferences, organisers can create better-tailored offerings that appeal directly to specific needs whether it’s budget sensitivity or demand for exclusive access.
Pricing and perception
With the current economic climate, price sensitivity and elasticity remain crucial. A comparison was made between different sectors: for instance, comedy events tend to perform better in tough financial periods due to their lower average ticket price. This makes pricing strategy a fundamental pillar of sales planning.
The power of word of mouth
One of the most underrated yet impactful tools discussed was word of mouth marketing. Especially for new or untested experiences, the first wave of audience feedback can trigger a snowball effect, increasing sales momentum and even enabling price adjustments upward. However, speakers warned of the risks: if the event doesn’t meet expectations, as seen in the Willy Wonka immersive flop, recovery is near impossible.
Smarter data use
Leveraging data strategically and ethically is a top priority. Whether for upselling or preventing fraud, better use of behavioural and purchase data can improve targeting and audience matching. The Head of Data and Analytics at END Clothing shared how they use AI and behavioural tracking to fight bots and fake purchases. The issue has become increasingly relevant to ticketing platforms handling high-demand events.
Authentic partnerships
Lastly, the role of brand partnerships was explored. The most successful collaborations feel authentic they tell a story, resonate with audiences, and arise organically rather than through forced product placements. Audiences, it was agreed, are the best judges of authenticity.
The On Sale Live ‘25 event made one thing clear: ticketing is no longer just about access – it’s about experience, trust, and connection.
As the industry continues to adapt, success will come to those who think holistically: not just about selling a ticket, but about curating a journey before, during, and after the show.
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