Bots undermine ticket sales: lessons for event organisers

Bots undermine ticket sales: lessons for event organisers

The Nijmegen Four Days Marches recently declared starting tickets invalid that were obtained and resold via automated bots. This decision underlines a growing problem in the event sector: the influence of bots on fair ticket sales.


What are ticket bots? Ticket bots are sophisticated software programs that rapidly purchase large quantities of tickets as they become available. They bypass security measures and give scalpers an unfair advantage over regular buyers. This allows popular events to sell out in seconds, often without real fans having a chance to get tickets.



Impact on event organisers

For organisers this means:


  • Loss of control over who buys the tickets and at what price they are resold.
  • Negative experiences for true fans, which can lead to reputational damage.
  • Difficulty predicting attendance, as resold tickets may not be used.



Measures against bots

The Four Days Marches have taken steps to block tickets obtained via bots. They are also considering an improved resale platform to combat these practices. Other strategies that organisers may consider:


  • Implementation of CAPTCHAs and other anti-bot measures during the purchasing process.
  • Limiting the number of tickets per buyer to prevent mass purchases.
  • Use of personalised tickets linked to the identity of the buyer.


International examples

The problem is not unique. In the US, the government introduced the Better Online Ticket Sales (BOTS) Act, which bans the use of bots in ticket sales. Major ticketing platforms like Ticketmaster block millions of bot requests every day to ensure fair sales.



Conclusion

Bots pose a serious threat to the integrity of ticketing. Event organisers must take proactive measures to keep their events accessible and fair for genuine fans. By combining technology and policy, we can strive for a more transparent and equitable ticketing market.

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