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Ticketmaster To Introduce New Selling System To Prioritise Genuine Fans


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The way we buy tickets for live events, like music gigs, is set to change.

Ticketmaster is introducing a new system here called "verified fan", in the hopes that genuine customers will get tickets instead of touts.

It was used for Taylor Swift's US tour but there were concerns that super fans who purchased her merchandise had a better chance of going to a gig.

The company's executive vice president David Marcus says that's not how it works:

"The system does not try to rank fans based on how big a fan they are. It's simply (a case of) do we think they are likely to resell? We are the biggest ticket seller in the world. We've got a lot of insights into what fan behaviour and touting behaviour looks like."


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