Ticketmaster launches custom app platform called Ignite

Ticketmaster is launching its Ignite platform this week, which will enable its clients to customize a white-labeled app -- built by the app-builder of the team’s choice -- by making it easier to build on top of Ticketmaster’s technology through an integrated software development kit (SDK). The SDK includes pre-built feature modules or clients can build their own custom modules. D.C. United is the first client to roll out a rebuilt app with the help of the Ignite platform, and in the MLS club’s case, app builder YinzCam. “The ticket is such an important piece, it’s going to get you in,” said Ticketmaster EVP and co-head of sports Clay Luter. "This was just a natural evolution, let’s continue to iterate on our SDK platform. These modules make that ticket come alive more and more and our clients can start to customize and pick and choose what content they want."

The modules include everything from helping fans manage their tickets, upgrade seats, get directions to the venue, shop concessions and merchandise, parking and rideshare purchasing, commemorative ticketing, arranging meet and greets, and more, including potentially, depending on the team’s local laws, sports betting capabilities. Ticketmaster knew from its data that 84% of ticket scans in North America are digital and that fans check their digital ticket 10 times after they enter, giving the team and its app at least that many opportunities to engage the fan beyond the initial ticket scan.

Through the Ignite platform, aspects of a team’s app experience can be time or geo-gated, meaning certain modules would only appear for ticketholders in certain sections (like premium sections or a seating section that won a random drawing), or, for example, only turning on a commemorative ticket module postgame. Additionally, Ticketmaster’s rearchitecture of its SDK means TM logos and branding are de-emphasized, and, in the D.C. United app, for example, the ticket purchasing flow stays within the team’s app and branded environment, instead of taking the buyer out to the Ticketmaster website and asking them to log in to their TM account.

Ticketmaster began ideating its Ignite platform in late November, early December 2022 and began building the new product in March 2023. Ignite will roll out across North America by Q3 2023, with NFL clients likely to adopt, with the Middle East and Asia-Pacific regions following in Q4 and the first quarter of 2024. “We’re excited about getting this going,” said Luter. "I think it’s going to unlock great value for the industry, the fans, our clients, and can’t wait to see what’s next."