AEG Europe Extends Agreement With Realife Tech

Realife Tech, a platform specializing in venue app personalisation and commerce solutions for venues, today announced a five-year contract renewal with AEG Europe.

The companies, who have been working together since 2018, will see Realife Tech continue to power the white-labelled mobile apps for The O2, London; Barclaycard Arena, Hamburg; and Mercedes-Benz Arena, Berlin until 2026.

The renewal will also see an expansion of The O2 and Mercedes-Benz Arena apps coverage in particular. The O2 will add its smaller venue, Indigo at The O2, to the app whilst the Mercedes-Benz Arena app will be renamed Mercedes-Platz, and incorporate the 4,350 capacity Verti Music Hall and the surrounding entertainment district as a whole on to the app.

Both companies observe “a clear shift in consumer behaviour driven by the pandemic – mobile experiences in entertainment venues were previously seen as a premium offering, whilst they are now a basic customer expectation,” according to the press release.

The O2 London aims to deliver 100% of its tickets digitally via The O2 venue app, following the introduction of mobile tickets with AEG’s ticketing platform AXS.

Aside from AXS’s ID technology, which may prevent fraud and illegal resale, digital ticketing enables the venue to drive increased revenue through upgrades and ancillary products, as well as distributing communications for both safety and experience-enhancing offers.

Mobile ordering for food and beverage will be at the forefront of each venue’s reopening strategy and beyond, with app-only concessions and wider venue rollouts to become a permanent fixture in each venue’s strategy.

Alex Svensson, Director of Digital, AEG Europe said: “We are delighted to be extending our contract with Realife Tech. As our venues emerge from COVID-19, the need to move towards contactless customer experiences becomes ever clearer. With the rollout of the Mercedes-Platz app; the move towards a fully mobile ticketed The O2, and the continued focus on driving incremental revenue at Barclaycard Arena, everyone at AEG Europe is looking forward to getting back to what we do best, with our venue apps at the forefront of our strategy.”

Adam Goodyer, CEO and Founder of Realife Tech, commented: “Building on the successes over the past 3 years in helping the world’s most popular venues, we are thrilled to extend our contract with AEG Europe to help visitors safely return to live events. When visitors are able to enjoy concerts and shows in person again, the safety functionality we’ve built into the platform such as integration mobile ticketing, and contactless F&B ordering, will help create a more seamless and secure journey for all.”