Tom Rasmussen
Nov 20, 2023

Integrations will enable personalised ticketing


The era of modern ticketing began in the late 60s in the US with the introduction of computer tickets. However, according to TicketCo's CEO Carl-Erik Michalsen Moberg, this era is soon coming to an end. "When it happens, what we'll have next is something completely different," he says.

TicketCo has always been driven by innovation. When the platform was first launched over 10 years ago, its main goal was to simplify ticket sales for event organisers. This goal remains unchanged because there is always room for improvement and finding more efficient ways of doing things.

Simply put, innovation is about implementing new ideas that bring value to customers and stakeholders. It could involve improving products or services, updating operational methods, or even creating new business models.

At TicketCo, we strive for all of these goals. Currently, we are developing a digital ticketing assistant that will see magic happen for both our event organisers and their ticket buyers by enhancing efficiency and user-friendliness.

Watch our product demoA personalised customer experience 

“We are approaching the end of traditional ticketing as we know it. In fact, we are already well into stoppage time,” says Carl-Erik Michalsen Moberg.

“Until now, ticketing has primarily focused on the ticket itself. Since the introduction of computerised ticketing by Ticketron and Computicket in America over 50 years ago, tickets have undergone significant transformations. Prior to this, ticketing with seat maps was a logistical nightmare. Suddenly, ticketing became much easier.”

50 years ago is a long time. What has happened since then? 

“Quite a lot, to be honest, but we have yet to make the big leap into the postmodern era of ticketing. A ticket is still just a ticket, and that's not enough in a world where every step we take and every transaction we make is being recorded.”

“What comes next is a ticket that not only serves as a ticket, but also offers a highly personalised customer experience.”

How is TicketCo’s plan to develop such personalised customer experiences?

“There are billions of ticket buyers worldwide, and each one is unique. The events you attend, the types of tickets you purchase, the timing of your purchases, your payment methods, your arrival time at the event, your purchases at the event, your companions, your seating preferences... the possibilities are endless.”

Integrations will enable personalised ticketing

“Modern event organisers currently lack the ability to capture and utilise all of these variables in a way that benefits both the ticket buyers and themselves. This is where the next major change will occur.”

“We will witness integrations between payment providers, ticketing companies, CRM providers, and other entities that handle customer data. These integrations will enable personalised ticketing. Just like Spotify knows your musical preferences and can provide customised playlist suggestions, event organisers will be able to customise the customer experience for each ticket buyer without actively engaging in the process,” says Mr. Moberg.


When being asked what this will involve, he lists these benefits:

  • Accurate and timely suggestions for upcoming events
  • Personalised payment suggestions
  • Personalised seating suggestions
  • Personalised food and beverage pre-order suggestions
  • Personalised merchandise offers
  • Real-time traffic, parking, and queue information on the day of the event
  • Accurate, real-time weather information
  • Real-time food and beverage queue information during the event
  • Food and beverage pre-order options to avoid queues entirely during the event
  • And more


“For ticket buyers, this will result in smoother and more personalised customer experiences. For organisers, it will mean smoother and more efficient operations, as well as increased revenue,” he states.

When will this happen?

“It is only a matter of time. The wheels are already in motion, and the future will be here soon.”


New call-to-action

Get the latest news and insights straight to your inbox