L.A. Live Venues Embrace Axs

An AEG flagship and one of the busiest arenas in the country is making the transition to the company’s Axs ticketing.

Staples Center, along with other L.A. Live venues including Nokia Theatre L.A. LIVE and Club Nokia  will now use the white-label ticketing service that launched in August 2011.

Beyoncé’s June 26 Staples Center concert will be the first event offered exclusively through the platform. Tickets go on sale Feb. 11.

Though onsales for superstar acts have been known to bring certain ticketing companies to their knees, AEG is betting on its Fair Axs system to help streamline the process.

“The current method of selling tickets is like Black Friday,” Bryan Perez, AEG president of digital, ticketing and media, told the Los Angeles Times. “You open the doors at midnight, and people get trampled to death.”

But through Fair Axs, fans register early and select up to three sections of the venue before being entered into a lottery system. Remaining tickets are released through a general onsale.

The new additions bring the total number of venues using Axs to 24 including London’s The O2 ArenaSprint Center in Kansas City, BBVA Compass Stadium in Houston and The Home Depot Center in Carson, Calif.

Additionally, AEG has made a number of acquisitions and investments it says will bring new functions to the Axs platform while collecting data to help build a better picture of fans and ticket buyers.

The company recently acquired venue website developer Carbonhouse and invested in ByPass, which builds in-seat ordering and payment solutions for venues.

“Today’s investments demonstrate our commitment to deploy technologies that do more than just ticketing, but truly empower venues to build direct relationships with their patrons and enhance the entire fan experience,” Perez said.