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Snapchat Partners with SeatGeek for In-App Ticket Purchasing

Tech

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The Los Angeles Football Club was the first case of the integration in action.

Move over Ticketmaster and StubHub, Snapchat is taking a page out of your playbook.

Per TechCrunch, the ephemeral messaging app has tapped SeatGeek for an integration that allows users to buy game and concert tickets from teams and musicians within the platform.

The news comes on the heels of reports that the company is preparing to launch a full-fledged developer platform, referred to as Snapkit, where third-party app developers would have access to Snapchat’s login system and key features of its platform including its augmented reality camera and Bitmoji avatars.

The Los Angeles Football Club was the first to capitalize on the partnership by selling 20 tickets to a May 26 game versus D.C. United by posting a Snapchat Story that allowed users to swipe up to make their purchases without having to leave the app. They also posted a Snapcode to the LAFC website whereby users could simply open Snapchat, take a picture of the code, and be automatically directed to the SeatGeek ticket window.

Image via TechCrunch

“We’re always looking to reach our fans in innovative ways, and selling tickets directly to our followers on Snapchat gives us an incredible opportunity to connect with our most dedicated supporters…We may be a new club, but we want to keep pushing forward in interacting with our fans and supporters,” said Los Angeles Football Club President and Co-Owner Tom Penn in an official announcement.

Already the event ticket marketplace is optimistic about what the future holds regarding additional deals and the growth of industry on the whole revealing that in the coming months more events will become part of the integration. On deck? Per Adweek, International Boxing Federation welterweight champion Errol Spence Jr. is planning to post his tickets on the app using both a Snapcode and through his Snapchat Story for an upcoming matchup against Carlos Ocampo on June 26.

“What we’re excited about over the next few months is beating the drumbeat of openness with new partnerships…We want to drive the whole industry forward and create more tangible results that cause the industry to open up,” said SeatGeek co-founder, Russ D’Souza, in a statement to TechCrunch.

Collectively, the two decisions are a clear push to keep Snap users on the platform longer. The company is also likely looking to continue its foray into the e-commerce space, efforts that to date have included the launch of its own in-app merch store in February. In the same month, Snapchat also partnered with Jordan for an exclusive sneaker release event. Fast forwarding to this past April, Digiday reported the company was working with several Snapchat Discover publisher channels in support a test of a commerce function.

Aside from its personal commerce aspirations, and as Mobile Marketer points out, this may very well become a much broader trend that unfolds in the coming months. Research from Juniper conducted this past fall forecasted that mobile and wearable device ticket purchases will reach 14 billion globally accounting for more than half (54%) of total digital ticket sales for events and transportation. The same report also estimated that upwards of 1.8 billion individuals will use digital ticketing by 2020, with mobile near-field communication (NFC) rendering 215 million unique users.

 

UPDATE:

The Snapkit has officially launched as of 6/14/18. Inaugural partners include Tinder, Postmates, Pandora, Poshmark, Eventbrite, and Giphy. Interested developers can apply for access on Snapchat’s website.

Here’s a glance at what the kit will be provided per Mashable:

  • Creative Kit: allows app makers to develop and insert their own stickers inside of the Snapchat Camera
  • Bitmoji Kit: allows developers to use Snapchat’s Bitmoji stickers across other apps
  • Login Kit: allows Snapchat credentials to be used to log into other apps (in addition to your Bitmoji avatar)
  • Story Kit: allows apps to pull in publicly-viewable Stories around specific topics

For more on the future of brands and driving commerce, join us this week at SMWLA at the Broad Stage in Santa Monica. Fewer than 60 passes remain, so be sure to claim yours today.




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