Ticketmaster is one of the largest ticket sales and distribution companies in the world. When purchasing tickets on Ticketmaster, customers are often prompted to enter a code or password when finalizing their order. This has left many wondering – why does Ticketmaster ask for a code?
There are a few key reasons Ticketmaster requires codes during the ticket buying process:
Verify the Buyer
One of the main reasons for Ticketmaster codes is to verify the identity of the ticket buyer. The codes are essentially acting as passwords that ensure the person making the ticket purchase is the same person that initially registered for the ticket pre-sale or promotion.
This prevents people from accessing tickets they didn’t properly register for and helps limit scalpers or bots from buying up tickets. It also ensures fairness for fans that took the time to follow proper registration procedures for ticket access.
Limit Number of Tickets Purchased
In many cases, Ticketmaster will limit the number of tickets each code can purchase. This helps prevent someone from buying more tickets than allowed for popular shows where there is high demand.
The codes act as unique identifiers that Ticketmaster can track to enforce ticket limits per account. This makes it more challenging for scalpers to scoop up extra tickets beyond the set quantity.
Control Access to Pre-Sales
Ticketmaster codes are commonly used for pre-sale events where select groups are given early access to tickets before the general public on-sale.
The codes verify someone is eligible for the pre-sale and grant access to ticket inventory before other buyers. Artists, fan club members, credit card holders, and other groups may get unique pre-sale codes from Ticketmaster to purchase tickets.
Promotional Offers
Ticketmaster also utilizes codes for promotional ticket offers tied to specific partners. For example, a brand may partner with Ticketmaster and provide a code that unlocks access to discounted or exclusive tickets for fans.
The codes are distributed to targeted groups to redeem the promotional ticket offer through Ticketmaster. This allows Ticketmaster to properly track promotion metrics and attribution.
How Ticketmaster Codes Work
There is some specific logic and technology behind the Ticketmaster code and verification system:
Code Creation
Well in advance of a concert going on sale, Ticketmaster will generate the necessary codes needed for each pre-sale or promo offer that will take place.
These codes are randomly generated as alphanumeric strings organized into customized batches as needed. Codes are distributed ahead of the start of any pre-sale to eligible recipients.
Code Validation
When a customer enters a code during the Ticketmaster checkout process, it pings Ticketmaster’s servers to validate the code. Checks determine the code’s authenticity, assigned ticket limits, and eligibility for specific events.
Invalid codes are rejected while valid codes allow the ticket transaction to process. Ticketmaster’s system tracks the codes already used to enforce any quantity limits in place.
Customized Access
While all codes unlock ticket access, Ticketmaster can actually customize what inventory is available with each code.
Specific sections of seats in an arena can be tied to certain codes. This allows them to control and segment ticket access across different groups as needed.
Purchase Tracking
Valid codes allow purchases to be tracked and tallied after the tickets go on sale. Ticketmaster can easily generate reports to see how many tickets were sold via each code.
This helps provide transparency on how pre-sale allotments are being used and by whom. Artists or partners can audit the breakdown of all coded ticket sales.
When Are Ticketmaster Codes Used?
Now that we’ve explored why and how Ticketmaster codes work, let’s look at some of the key occasions when ticket buyers encounter codes:
Artist Fan Club Pre-Sales
One of the most common places for Ticketmaster codes is for artist fan club pre-sales. Popular bands will partner with Ticketmaster to offer their loyal fan club members early access to the best tickets. Fan club members will receive pre-sale codes by email that unlock access.
This gives dedicated fans first dibs on prime seats for their favorite acts before the general public. The codes verify their fan club membership and eligibility.
Credit Card Pre-Sales
Major credit card companies also partner with Ticketmaster to provide pre-sale code access as a perk. Certain American Express, Chase, Citi card members can register their card and receive codes for early ticket windows.
This provides an exclusive benefit for credit card holders when hot tickets go on sale. The codes are tied to the card used to register so only that cardholder can use their unique code.
Event Partner Pre-Sales
In some cases, organizations involved in events will hold special pre-sales. For example, a charity that is financially benefitting from a concert may get codes to share with their donors or members. Venues also can share codes with their email subscribers.
Codes grant these partners early access tickets during the event pre-sale before the general on-sale opens up.
Radio Station Promotions
Radio stations will often partner with Ticketmaster to run ticket giveaways and contests. Listeners can win access codes that unlock tickets to various concerts and shows.
These promo code giveaways generate buzz and reward fans of the radio stations. They also allow the stations to track the impact of their promotions.
Spotify Pre-Sales
As an extension of artist fan clubs, Spotify has partnered with Ticketmaster to offer pre-sale codes to super fans on their platform. Users who have listened to an artist the most on Spotify receive access to tickets before the general public.
These targeted codes reward Spotify’s most loyal listeners with priority access to see their top artists live.
VIP Packages
For high demand shows, Ticketmaster offers special VIP ticket packages. These bundles include perks like premium seats, exclusive merchandise, pre-show receptions, and more. The packages are sold in limited quantities for a higher price.
Codes are required to unlock and purchase the VIP packages when they go on sale ahead of the regular tickets. The codes verify someone purchased one of the premium ticket bundles.
Verified Resale Tickets
Ticketmaster operates an official ticket resale marketplace for fans to resell extra tickets. Sellers list tickets they can’t use while buyers can shop for tickets without crazy markups. Before reselling tickets, sellers must verify their tickets by entering the codes. This confirms they have legitimate tickets eligible for resale on Ticketmaster’s site.
The Benefits of Ticketmaster Codes
Ticketmaster codes certainly add an extra step to the ticket buying process. However, there are some significant benefits for fans:
Fairer Access to Tickets
The codes limit scalpers and bots from gobbling up all the tickets. This gives average fans a better shot at securing seats through proper pre-sales. While nothing prevents all scalping, codes do mitigate mass purchases.
Rewards Loyal Fans
Code pre-sales reward the most loyal and engaged fans by giving them first access. Casual listeners can still get tickets later during general on-sales. This VIP treatment for super fans helps bands give back to their biggest supporters.
Creates Excitement and Awareness
The codes build additional buzz and awareness for shows leading up to the sales. Fans eagerly await codes so they are invested right from the start. Radio and Spotify promotions also help drive engagement with partner brands.
Allows Flexible Access Controls
The code system gives Ticketmaster extensive flexibility managing ticket inventory. Specific pockets of seats can be opened to certain fan groups based on customized code parameters. Access can be finely tuned show by show.
Provides Purchase Metrics
Bands and partners can track exactly how many tickets were sold using each code. This helps quantify engagement levels across different fan segments and evaluate promotional success.
Tips for Using Your Ticketmaster Code
To make sure you secure tickets using your Ticketmaster code, keep these tips in mind:
Register Early for Pre-Sales
Don’t wait to sign-up for pre-sales! Give yourself enough lead time to properly register your fan club membership, credit card, etc. This ensures you’ll receive the necessary code in time.
Save The Code Somewhere Accessible
As soon as you receive a code, save it somewhere easy to access like your notes app, screenshot it, or print it out. Nothing worse than frantically searching for your code as the clock ticks down to the on-sale time.
Set Reminders Leading Up to Pre-Sale
Mark your calendar for when the pre-sale goes live so you don’t forget to log-in. Set multiple reminders on your phone leading up to the pre-sale – you’ll want to be ready to go right at the start time.
Use the Same Device You Registered With
If the code is tied to a specific device or credit card, be sure to use that same device or card when redeeming the code. Some codes won’t work properly if you switch devices at the last minute.
Have Back-Up Codes Ready
For super hot shows, have a back-up code ready from a friend or family member. If you run into issues with your code, it’s good to have a spare to increase your odds. But avoid sharing codes outside your trusted circle.
Conclusion
While the added codes steps adds a layer to navigate, Ticketmaster utilizes codes to make the ticket buying process as fair and rewarding as possible for real fans. The codes validate fans, control access, and enable data tracking. By mastering the codes, fans can access amazing concert experiences and perks. Just be ready on code day with your unique code loaded up in your Ticketmaster account well before the pre-sale begins.