Blockchain in the Real World #2: Ticket Scalping
You may have caught our first issue last week, where we covered the world of counterfeit goods, their value and the social/financial issues they’re causing on a global scale. And whilst we gave great examples of projects aiming to solve this with supply chain solutions, to date, none of them have been fully implemented or integrated. However, in a recent trial by UEFA (yes, the football federation), implementing a blockchain solution has not only cut down on ticket scalping and reduced ticket counterfeiting, it has simplified the ticketing process and returned proceeds to the right parties.
Why Was a Blockchain Solution Needed?
Football matches, like a lot of sporting events, have traditionally used paper tickets. Whilst this held some ‘sentimental’ value to the ticket holder, it also means a number of things:
- The tickets are easy to copy and reproduce.
- You can produce (print) more than one of the same ticket. For years this has led to the sale of fake tickets to locals and tourists alike.
- Paper tickets allow ticket scalping. That is, so far there has been nothing to stop the purchase of huge amounts of tickets, and on-selling them for a profit, thereby reducing actual fans ability to attend the events (without paying exorbitant prices at least).
Implementing a blockchain solution allows for the verifiable sale, and ownership of tickets. It also creates more confidence and trust in the fans/purchasers of the tickets, as they know they’re receiving a legitimate entry ticket, for the original price.
How Did EUFA Utilise the Blockchain?
First and foremost, UEFA have implemented a system of mobile ticketing. By completely removing the paper tickets, they have immediately cut down on scalping and touts outside events. The new ticketing system is underpinned by the blockchain, which ensures that tickets can not be reproduced, and there can only be one owner of each ticket, at any one time.
As you may well know, the blockchain also allows for secure transactions without the need for third-party validation. As the ledger cannot be changed once a transaction is confirmed, UEFA have also restored trust to the ticketing system, and uses the blockchain to guarantee the validity of mobile tickets.
The system, which was trialled in Lyon for the Europa League final sold half of the event tickets via their new solution, before rolling it out to sell all tickets for the Super Cup final. To use it, you simply download a smartphone app (both android and Apple), and present the ticket to bluetooth enabled devices at stadium entryways.
Was it Successful?
Put simply, yes. After a couple of trial runs the football federation was confident enough to trust the entire ticketing system to the new mobile platform. Not only does it remove counterfeiting from the equation, it eliminates the chances of being ripped off by fake tickets, and using smartphones is not only simple, it generally makes access to the event more streamlined and painless.
Moreover, as the tickets are distributed via the app (which requires personal identification to purchase) it enables stadiums and events greater power over who can enter, e.g. it can help to manage bans and misbehaving fans.
It is likely that other sporting events and stadiums will begin to implement their own blockchain solutions for ticket distribution, as this is one clear example of how it can be used to cut down counterfeiting, and lead to a better overall experience for fans and staff alike.
About ECOMI
ECOMI’s mission is to utilise blockchain technology to create the world’s best platform to pay, protect, and collect premium licensed digital collectibles. ECOMI delivers the freedom to secure and control your digital assets, data, and cryptocurrencies with user-friendly products and applications.
