AEG Presents Enters Into Three-Year App Deal With LiveStyled

UK data science company LiveStyled is going to power AEG Presents apps for the next three years, after successful trial runs at All Points East and British Summer Time festivals.
BST Summer Time
Tom Hancock
– BST Summer Time
The event in London’s Hyde Park has a daily capacity of around 65,000. That’s lots of potential ticket upgrades.

2018 was a record year in revenue for the Barclaycard sponsored British Summer Time festival in Hyde Park, London, and one of LiveStyled’s functions – ticket upgrades through the app – contributed heavily towards this, according to a press release.
LiveStyled uses mobile data science to understand consumer behavior in venues, and then serve personalised content and offers through its white-labelled mobile apps to drive incremental revenue.
Following extensive workshopping with the AEG Presents team, the apps provide all of the features fans expect from a festival app such as a personal schedule builder, site maps, artist playlists and sponsorship activations.
However, the feature that mainly helped drive revenues at AEG’s recent festivals was the ability for festival-goers to upgrade their tickets last-minute, with a range of premium experiences being made available exclusively through the apps shortly before and during the events.
According to AEG Presents festival director Jim King, “in our first year at All Points East, we were able to successfully upgrade a large number of customers to VIP on the day, opening up a powerful new revenue stream for the festival and giving us good insight into customer movement around site. 
“The app really came in to its own at BST with a high percentage of the audience downloading. We took merchandise pre-orders through the app and the number of people choosing to upgrade their experience exceeded expectations. We’re now looking on to next year’s festivals and the improvements that we can bring to the apps, such as click and collect on site for food and beverage.”
Adam Goodyer
– Adam Goodyer
CEO of LiveStyled

LiveStyled CEO Adam Goodyer commented: “It’s been a fantastic experience working with the AEG Presents team on two of the country’s biggest and best festivals.

“We always intended to re-enter the festivals market when the time was right, and these projects have demonstrated that there is a real appetite amongst festival-goers to access exclusive products & experiences through their smartphones.”
The agreement between AEG Presents and LiveStyled covers APE and BST festivals for the next three years. Financials were not disclosed.
A wider three-year deal with AEG Europe, which has been in place since 2016, covers the O2 and SSE Arena, Wembley in London, Tele2 Arena StockholmBarclaycard Arena Hamburg and Mercedes-Benz Arena Berlin.
Read Pollstar‘s interview with Goodyer for more information on LiveStyled and the opportunities it creates for festival and venue operators.