Data, Revenue, Fan Engagement - Digital Ticketing at the Six Nations 2022 with Tixserve

Following five exciting weekends of rugby’s Guinness Six nations, over 370,000 Tixserve-powered digital tickets were delivered across both Twickenham Stadium, London, and Principality Stadium, Cardiff, for fixtures against Scotland, France, Ireland and Italy.

Both rugby unions’ tickets were delivered into their Tixserve-powered ticketing apps - the Twickenham Stadium app and Principality Stadium Ticketing app.

Using their white label Management Portals, the WRU and RFU designed their interactive digital tickets with engaging match day details, exclusive event content, sponsorship, advertising - and fan commerce to up-sell and cross-sell products and services. 

Push notifications were proactively used to communicate operational messages to fans before and during the fixtures - with over 1 million notifications sent throughout the entire Six Nations series.  

Outcomes

Knowing Every Ticket Holder

Individual app registration meant that both unions knew every ticket holder at their stadium on match day - and where they were seated for safety purposes. 

The England V Ireland match on 12th March at Twickenham Stadium saw highlight statistics recording 48% of fans at the fixture were new to RFU’s database.

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Steve Kitcher, Head of Ticketing at RFU, commented: “The RFU’s use of the Tixserve solution has delivered some great successes across the organisation in what is a relatively short space of time...

...Not only are we providing the England Rugby family with an efficient way to receive and distribute their match tickets; the data now available to us is providing information that will drive our decision-making going forward.”

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WRU at Principality Stadium had similarly impressive figures at the Wales V Scotland fixture with 52% of fans being new to their database.

Efficient ticket allocations for visiting teams and sponsors

The Distribution Portals were used extensively during the sporting series by sponsors and competing international teams. The system was used to self-distribute their allocated digital tickets while also giving WRU and RFU full insight into their home tickets’ lifecycles, i.e. they knew everyone attending on the day and could ensure fair ticket allocations and fraud prevention. 

This also bought advantages for sponsors as they had crystal clear insights of their audience.

Digital ticket security

Patented security features on Tixserve’s digital ticketing solution enabled WRU and RFU to hinder ticket fraud and protect their fans from touts. Ticket duplication was prevented through protected QR codes, screenshot deterrents and ticket activity monitoring. 

New revenue streams

Both rugby unions made use of the digital tickets’ fan commerce and engagement tools to advertise sponsors; and upsell and cross-sell products and services. Merchandise was promoted on the digital tickets across the entire series, with the link directing fans to the official merch stores for purchase or pre-order.