‘The Region Is Booming’: Q’s With Andreas Mueller, MD, Ticketmaster Middle East

Each year Pollstar takes a closer look at how the live entertainment markets in the Middle East are evolving, and each year there are more events, including international tours, on sale in more markets than the year prior.

The growth is consistent, and, given how young the market still is, very visible. Ticketmaster has been operating in the Middle East since 2012, with offices in Dubai, Abu Dhabi, Qatar and Saudi Arabia. Pollstar reached out to Ticketmaster Middle East MD Andreas Mueller, to ask him about the ticket volume, local purchasing habits, and the range of offer for promoters wanting to sell tickets in the region.

What’s the state of business at Ticketmaster’s Middle East operations?
The region is booming – huge international tours, big cultural and sporting moments, and a rapid rise in local talent. By pairing Ticketmaster’s global tech with strong local insight, we’ve become a trusted partner for promoters, event organisers and venues across the region.

Where in the region does Ticketmaster operate / which buildings do you collaborate with?
Our main markets are the UAE and Saudi Arabia. We work closely with leading promoters and organisers including Live Nation, Ethara Dubai Duty Free Tennis, Abu Dhabi Sports Council and MDLBEAST. These partnerships put us at the centre of the region’s biggest concerts, sports events, festivals and cultural moments.

Is the Middle East an allocation market, much like the UK, or more akin the U.S. in terms of venue exclusive ticketing deals?
It’s a hybrid. Many events run on allocations, while others operate through exclusive ticketing partnerships, for example, the Abu Dhabi Grand Prix and Dubai Duty Free Tennis. The flexibility means we can tailor the right model for each partner and event.

What can be said about purchasing habits in the Middle East: are people waiting until close to show to buy tickets? Are there certain event genres – like international or domestic concerts, family shows, or sports events – that sell particularly fast, as in: notably faster than others?
Purchasing behaviour varies across the region, with Saudi Arabia seeing particularly strong last-minute buying. Meanwhile, major international artists often sell out immediately – Coldplay’s recent shows went in minutes. It reflects both spontaneous purchasing habits and the region’s growing appetite for top global acts.

Is Ticketmaster offering its full line of products/services you offer in the U.S./UK/Europe in the region?
Absolutely. We bring the full Ticketmaster toolkit to the Middle East, with the same infrastructure we deploy for major global events like Coldplay’s record-breaking four-night run in Abu Dhabi – the largest and longest series of ticketed shows ever staged in the UAE. That includes fully digital ticketing with encrypted barcodes, advanced anti-fraud protection, high-density access control capable of handling massive volumes, and real-time operational data so partners can make informed decisions throughout the event.

We also support white-label SDK integrations for promoters who want in-app ticket wallets, along with pricing and demand tools that help optimise onsales. And with our team supporting them from onsale through to show day, partners receive the full global product suite backed by dedicated, hands-on local expertise.

What’s next for Ticketmaster Middle East?
We’re continuing to push our platform forward, deepen partnerships across the GCC and build stronger connection with fans locally. We’re also expanding what we can provide to more localised events, with Universe launching next year to help support that growing part of the market.

Is there anything you’d like to add?
The Middle East is quickly becoming one of the most exciting live-entertainment markets in the world, and Ticketmaster is here to connect global-standard technology with local expertise, creating seamless fan experiences and helping promoters and venues grow. We’re energised by what’s ahead and proud to be part of shaping the region’s future, especially as we see rapid adoption of our mobile-first ticketing and advanced anti-fraud tools, giving fans a smoother, more secure and more convenient journey from purchase to entry while delivering partners reliable, real-time insight – a win for everyone.

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