SeatGeek is an online ticket marketplace that allows users to buy and sell tickets for sporting events, concerts, theater shows and more. The company was founded in 2009 with the goal of making event tickets easy to find and purchase.
SeatGeek provides a platform for ticket brokers, resellers and individual sellers to list event tickets for sale. Buyers can search for and purchase tickets directly through the SeatGeek website and mobile apps. This raises the question – is SeatGeek itself a ticket broker? Or does it simply provide the marketplace technology for brokers and sellers?
What is a Ticket Broker?
A ticket broker is a company or individual that buys event tickets with the intention of reselling them for a profit. Ticket brokers typically purchase large volumes of tickets to popular events as soon as they go on sale. They then mark up the ticket prices and resell them on secondary markets like SeatGeek.
Some of the key characteristics of ticket brokers include:
- They acquire tickets expressly for the purpose of reselling them, not with the intent to actually use the tickets themselves.
- They use technological tools and buying groups to purchase large quantities of tickets quickly.
- They resell the tickets for more than face value – adding markup in order to turn a profit.
- They provide an avenue for fans to obtain tickets to sold out events.
Major ticket brokers include companies like StubHub, Vivid Seats and Ticketmaster Plus. These companies have large operations dedicated to buying and reselling event tickets at marked up prices.
SeatGeek’s Role as a Marketplace
Unlike traditional ticket brokers, SeatGeek does not actually buy and resell tickets. Instead, the company operates an online marketplace that connects ticket buyers and sellers.
SeatGeek’s co-founder Russell D’Souza has stated “We don’t buy or sell inventory like traditional brokers do. We think of ourselves as more of a search engine for live event tickets.”
Here are some key ways that SeatGeek functions as a marketplace, not a broker:
- SeatGeek does not purchase any tickets directly from event venues or organizers. The tickets are all owned and posted by third party sellers.
- The prices for tickets are set by the sellers themselves, not by SeatGeek.
- SeatGeek collects a commission fee on each ticket sold through their platform. They do not mark up the ticket prices further.
- Sellers can range from professional brokers to individual fans with extra tickets to spare.
SeatGeek provides the platform for buyers and sellers to connect. But they do not make buying tickets with the intent to resell them at higher prices part of their business model.
Third Party Ticket Brokers on SeatGeek
Even though SeatGeek itself does not act as a ticket broker, its marketplace model does allow professional brokers to use the platform to resell event tickets.
SeatGeek is open to any third party sellers who want to list tickets. There are no restrictions on who can create a seller account. Many ticket brokers take advantage of the high visibility marketplace SeatGeek provides.
Some of the ways ticket brokers leverage SeatGeek include:
- Creating seller accounts to access SeatGeek’s large buyer audience.
- Uploading large inventories of tickets purchased from box offices and other sources.
- Setting competitive prices, but adding fees and markups to turn a profit.
- Utilizing SeatGeek tools for ticket management, distribution and sales.
SeatGeek does not disclose what percentage of tickets are sold by professional resellers versus individual sellers. But the presence of major ticket brokers like StubHub as active sellers demonstrates that part of SeatGeek’s inventory comes from brokers.
While SeatGeek itself does not participate in ticket brokering, it does provide a platform where independent brokers promote and sell ticket inventories. SeatGeek generates revenue from these third party broker transactions via commissions.
Is There an Advantage to Buying from a Broker?
Many ticket brokers provide certain advantages that have made them popular options for event ticket purchases:
- Wider Selection of Tickets – Brokers are able to acquire large quantities of tickets that regular buyers cannot access.
- Hard-to-Find or Sold Out Events – For high demand events, brokers may provide the only remaining ticket options.
- Convenience – Large broker inventories allow for quick online ticket transactions.
- Scheduling Flexibility – Since brokers buy in bulk ahead of time, last minute purchases can often be accommodated.
However, there are also some downsides of buying broker resale tickets instead of directly from the venue box office:
- Higher Prices – Brokers build in fees and markups that increase the ticket’s face value cost.
- Restricted Access – Some brokers do not disclose obstructed views or other ticket restrictions in listings.
- Counterfeit Tickets – There is a risk of getting scammed with invalid or fake broker tickets.
- No Refunds or Exchanges – Reseller tickets often have strict no refund policies.
When choosing between broker resale tickets or more official box office channels, buyers have to weigh out the benefits versus potential risks.
SeatGeek Protects Buyers from Scams
One unique advantage of using a platform like SeatGeek over riskier alternatives like Craigslist for broker tickets is that SeatGeek offers buyer protections:
- Verified Tickets – SeatGeek visually confirms listed tickets to ensure validity before resellers can sell them.
- Guaranteed Purchases – Customers’ orders are guaranteed, with replacement or refund offered for invalid tickets.
- Secure Payments – SeatGeek handles all payment transactions and never releases funds until after an event occurs.
- Seller Screening – Unlike sites like Craigslist, SeatGeek screens sellers and can remove fraudulent accounts.
These protections help reduce the risks typically associated with buying resale broker tickets. Customers can feel more confident that they will receive authentic tickets for the events they purchase.
Factors Driving the Ticket Resale Market
The ticket broker industry has grown substantially in recent years, both on SeatGeek and across the ticket resale market overall. Some key factors behind this growth include:
- Increasing Event Ticket Demand – Limited ticket supply for high profile concerts, games and shows drives demand for broker marketplace tickets.
- Price Inflation – As box office prices rise, broker resale tickets often provide comparatively affordable options for price-sensitive buyers.
- More Sellers – Everyday ticket holders are now reselling extras through brokers as an income stream.
- Easy Online Access – Platforms like SeatGeek make it simple to instantly search, compare and buy broker tickets.
The ticket broker industry shows no signs of slowing even as more fans use services like SeatGeek to buy and sell. Both buyers and sellers continue to see value in leveraging brokers as intermediaries to get access to highly coveted event tickets.
Should You Use SeatGeek to Buy Tickets?
Here are some pros and cons to evaluate when considering SeatGeek for your next event ticket purchase:
Potential Pros
- All tickets, brokers and non-brokers, are in one marketplace
- Advanced sorting and filtering capabilities
- See listings in real time as sellers post new tickets
- Buyer protections against fraudulent or invalid tickets
- Can find high demand tickets not available directly from box office
Potential Cons
- Higher prices from broker markups and fees
- No control over which listings are broker versus non-broker
- Brokers may have more experience pricing and selling in-demand tickets
- Less personal service and sales guidance compared to other resale sites
Tips for Buying Broker Tickets on SeatGeek
If you do opt to purchase broker resale tickets through SeatGeek, here are some tips to get the best deal:
- Sort tickets by the “Best Value” ranking, which factors in both cost and seat quality.
- Read seller reviews to identify trusted brokers with satisfied customers.
- Avoid buying tickets far in advance – last minute releases often have lower markups.
- Compare prices across multiple broker sellers to find the best offer.
- Use the seating chart to understand exactly what kind of view comes with the ticket.
- Buy early for the most selection, but watch prices late for any drops.
Leveraging tools like Best Value sorting and price tracking can help buyers get the most out of purchasing broker tickets on SeatGeek.
Key Takeaways – Is SeatGeek a Ticket Broker?
In summary, here are some of the key points to understand about SeatGeek’s broker role:
- SeatGeek is an online ticket marketplace – they do not buy and resell tickets directly.
- Third party brokers list and sell event tickets through SeatGeek.
- SeatGeek charges commissions on ticket sales, but does not control pricing.
- Broker resale provides buyer access but often has higher prices and fees.
- SeatGeek offers buyer protections like verified tickets and screening of sellers.
- Consider pros and cons before purchasing broker tickets on SeatGeek.
While SeatGeek itself does not act as a broker, its marketplace model supports and enables professional ticket brokers. Buyers should understand both the potential advantages and risks of using SeatGeek to purchase broker-resold event tickets.