Popular photo-messaging platform Snapchat has recently released a new feature that allows users to purchase tickets to events such as concerts and sports games without having to leave the app.
In order to set the feature up on the social site, the company established a partnership with SeatGeek, an event ticketing platform based in New York. Snapchat and SeatGeek first started working on the eCommerce tool in February this year and has now started to use it.
Music or sports fans are able to purchase tickets on the app by swiping up on the party of interest’s Snapchat story. This will then enable them to select the tickets they wish to purchase and check out, all without having to leave the Snapchat platform.
Los Angeles Football Club was the first entity to trial the function and sold tickets to fans for the team’s MLS fixture against DC United at the end of May. Fans of the team were able to access tickets through the club’s Snapchat story, which it posted to advertise the fixture, or through a Snapcode on the club website. The President of Los Angeles FC, Tom Penn, stated that was an incredible opportunity for the club to connect with its most dedicated fans.
Now that the first event has been tested and completed, SeatGeek has stated that it will be working closely with Snapchat to bring more events to the platform. Russ D’Souza, SeatGeek’s founder, has echoed these views, saying that it presents both clubs/musicians and fans with a unique opportunity to interact, with fans being able to directly access tickets.
A number of sports teams and personnel have already expressed their interest in the feature, with American boxer Errol Spence Jr. looking at posting ticket links to his Snapchat story for his next fight. Officials at American football team Dallas Cowboys have also praised the feature, stating that it is a huge opportunity to reach fans in a different way.
Should more companies become interested in selling tickets to events via social platforms like Snapchat, it opens a new door for these platforms. Snapchat in particular would relish the opportunity to attract new users after rival platforms have taken its features and used them to get ahead.
It is not the only feature that Snapchat has been testing in the past few weeks, as it also started experimenting with unskippable ads within its shows. These last a total of six seconds and are known as Snapchat Commercials. They are not yet fully integrated into the app.