SeatGeek Entering Primary Market

Secondary ticketing company SeatGeek is venturing into the primary ticketing realm with its SeatGeek Open platform and, yes, it is using the “T-word” when talking about being a competitor.

“We want to compete with Ticketmaster and other legacy ticketing companies,” SeatGeek cofounder Jack Groeztinger told MarketWatch. “The platform allows teams to make more money and it allows fans to get tickets anywhere.”

SeatGeek Open is expected to be rolled out in the first quarter of 2017 and already has a customer in a Major League Soccer team, the Sporting Kansas City.

The platform is expected to be, at times, white label and to use the power of social media. It is also expected to have an all-in ticketing price, i.e., no service or other add-on fees, and earn its profit from a percentage of overall sales.

StubHub experimented with all-in pricing for two years but opted to return to the traditional model in 2015.