You work tirelessly to create a sold-out event. Months before tickets even go on sale, you’re crafting the perfect promotional strategy, nailing down venue logistics, and creating an onsite experience that will blow attendees away. The last thing you want is for excited attendees to show up, only to be told they have been victims of ticket fraud.
Almost £1 million has been lost to ticket fraud so far this year. Not surprisingly, the problem is much more prevalent in the digital ticketing marketplace as online ticket scams have become increasingly sophisticated, resulting in a greater potential for damage. This means that it’s now more important than ever to take fake event tickets seriously.
Not sure where to start? Read on to discover how to implement a secure booking system and ensure that legitimate tickets get into the right hands – without compromising your attendee experience.
1. Use ticket limits
Ticket scalping, the practice of buying and reselling tickets for a profit, existed long before we all went online. But today, it exists in many forms, thanks to the rise of digital marketplaces on the internet. This leaves purchasers vulnerable to event ticket scams, such as inflated prices, tickets being cancelled by the scalper once they’ve been resold, or dodgy tickets – where multiple copies of the same ticket have been made and sold.
Protecting your event from ticket fraud, including scalpers, begins with taking smart precautions at the point of sale. You can start by capping the number of tickets available for purchase per “household,” which can help to ensure that more tickets reach real attendees. This helps prevent scalpers from grabbing large quantities of tickets. However, scalpers can be quite persistent, which is why Eventbrite’s fake events measures also include scalping algorithms and machine learning models to monitor sales and detect scalpers who attempt to circumvent the limits.
2. Delay ticket fulfilment
After a customer purchases a ticket, send them confirmation. But don’t provide a “print-at-home” ticket right away. Instead, provide barcodes between a week and ten days before the event. This makes it impossible for scalpers to transfer tickets far in advance – and allows your ticketing partner to confirm that all ticket buyers have adhered to the event ticket limit.
3. Include a reselling policy
State on your event listing or order confirmation that tickets bought on secondary sites such as Gumtree and eBay are not guaranteed. This will help to keep attendees alert to potential online ticket scams and assure buyers that they are getting legitimate tickets. It’ll also provide a sense of security as they complete their purchase.
4. Work with a partner who takes ticket fraud seriously
Ticketing companies have their work cut out for them. After all, they must accurately detect and prevent ticket fraud within seconds of a transaction occurring. So make sure that you choose a ticketing partner who leverages the most cutting-edge technology to fight fraud.
Look for a partner who monitors every transaction in real time, so that you can stop fraud before it even occurs. And to really make sure your partner has your back, find out if they have a dedicated team of data scientists, analysts, and engineers committed to protecting you – and your customers – from fraud.
Show event ticket scams the door
Using these tools, you can help protect your attendees from ticket fraud and the damage that it could do to your event and brand’s reputation – not to mention the financial loss it could result in. To help create a seamless and fraud-free experience for attendees from booking right through to the end of your event, start using Eventbrite today.