AEG launches ticketing and entertainment platform

Global entertainment group AEG is to launch axs (pronounced 'access'), a new entertainment platform that will leverage AEG's facilities and music, sports and entertainment properties from access to ticketing to digital engagement and multi-platform content distribution.

Phase one of axs, axs Ticketing, has been developed in partnership with Outbox Enterprises, in which AEG (Anschutz Entertainment Group) is both an equity partner and a client.

Outbox's ticketing model is based on a 'white label' solution that allows venues to brand their own ticketing operation and own more flexibility on how tickets are sold. As such, the white label technology enables AEG to sell tickets under both the axs brand and local venue brands, allowing local brands to connect directly with fans, while providing centralised CRM services and core ticketing technologies.

The ticketing service is available at axs.com, as well as on all mobile platforms with an integration to Facebook and Twitter. In terms of fees, axs is committed to showing the full price of the ticket upfront and not charging extra fees for printing at home for tickets purchased through the axs's 'Buy Direct' platform.

In addition, Outbox's open, white-label platform will enable axs to form distribution partnerships in local markets - giving greater convenience to ticket buyers and allowing its venue clients greater control over where, when and how, and at what cost, they sell their tickets.

AEG President and Chief Executive Tim Leiweke explains that "the creation of the axs platform will allow us to provide a more complete experience for both our consumers and our brand partners. It marks a strategic move forward for our company - one that allows us to pursue new ways to connect with consumers and the new business models that come with that.

"Ticketing is a natural first phase as it's the starting point for the live event experience for consumers."

The new platform is expected to establish AEG as a significant player in the ticketing market and rivaling Live Nation's Ticketmaster. It is the first initiative under Outbox Enterprises, a joint venture involving AEG, Cirque du Soleil's Outbox Technology ticketing business and former Ticketmaster Chief Executive Fred Rosen.

The ticketing platform is likely to be a formidable competitor to Ticketmaster, with as many as 12 million tickets to sell annually as AEG venues, tours, teams and events come online in the next two years.

By contrast, Ticketmaster services more than 10,000 clients, moving 400 million-plus tickets annually.

Since Live Nation and Ticketmaster completed their merger in January 2010, AEG has been licensing Ticketmaster's ticketing software under one of the conditions set by the US Department of Justice in its approval of the merger.

Under that provision, the DOJ required that AEG have the ability to license the software for up to five years to help it establish its own ticketing business and preserve competition in the market. However, AEG has chosen not to use that software and instead rely on the technology of Outbox.

At this time, Australasian Leisure Management is unaware of plans for AEG's Asia-Pacific partner AEG Ogden to introduce the new platform.