Good news, sports fans: you can now buy tickets on Snapchat. Thanks to an integration with SeatGeek, Sports teams and musicians can sell tickets directly to fans via their Snapchat Stories. This marks the first ticket buying integration within the app.
The integration is simple: Teams and venues who sell through Seat Geek can add the capability to add sales to their stories. Snapchatters swipe up, select their seats, and check out – all within the app.
Snapchat began testing ticket sales earlier this year. The Los Angeles Football Club was the first team in the world to sell tickets through the app’s partnership with SeatGeek. The MLS team posted some tickets for a May 26 match against D.C. United on its Snapchat Story and posted a Snapcode on its website.
The key feature is that teams, artists, and organizations can go directly to where their fans and followers are to sell tickets.
SeatGeek co-founder Russ D’Souza said that as “the pipe gets solidified,” you’ll start seeing more Snapchat/SeatGeek ticket sales. He added that this is the kind of integration he was hoping for when the company launched the SeatGeek Open platform a couple of years ago, allowing teams, musicians and other rightsholders to sell tickets directly through SeatGeek. (The platform also supports ticket sales through Facebook.)
“For too long, the legacy ticketing approach has been to make it difficult for teams to sell tickets in lots of places,” D’Souza said. “Teams should want to sell their tickets in as many places as possible.”
(An abridged transcript from our conversation. Edited for clarity.)
John Suder: I like SeatGeek. I was a longtime StubHub user, but I go to a lot of baseball games and I’d go “Quick, let’s get some tickets”, I see these tickets for $24 and you go to check out. I was like, why am I paying $60 for two seats?
You have all those fees, so what SeatGeek does, which I think is really cool is you can view ticket prices with fees and without fees, so you don’t have that surprise checkout at the end.
They were also one of the first to do the really accurate photos of seating. They were like one of the first ones to do that [using technology from AViewFromMySeat.com]
Bart Mroz: There’s also a Ruckus, which I love, which is a little different. It’s an aggregator of all those things, but they do deals and they’ve been really good. But yeah, I mean why not sell tickets in Snapchat? I mean they should, right? If you look at Ticketmaster, they’ve always had a hold on everybody. And LiveNation – those guys just have a hold on all those venues and some of the fees are just, they’re so outrageous. Like when the fees are like,”It’s 20, 25 bucks to process this, but then you pick it up or you print it online”. It doesn’t take $25 to process this. You’re not sending me a ticket. I have to print it out myself or pick it up at will call.
John: You’re not actually sending me a ticket. You’re not processing this. I am. Where’s my $25? Where’s my parade?
Bart: You don’t have a guy in the back like chiseling this ticket out of stone.
John: You kids. They don’t remember the struggle, you know, getting up early and waiting in line for an actual paper ticket.
We’re kind of pointing out the obvious, but Snapchat is perfect for something like this because of the visual nature of Snapchat, if you can get a sports team, if you’re a fanatic, that kind of stuff you’re looking for clips. And why not embed some kind of ticket sales within there. And I’m sure they’ll do some kind of twist on that where bands could do meet and greets only for Snapchatters. Like, “We’re having a special ‘Snapchat-only’ meet and greet, swipe up to get your tickets from SeatGeek. There’s a lot of things that [they] can do.