Ticketmaster Gets Into DIY Events With Its Latest Purchase

Eventjoy marks mobile, global push

Live Nation’s Ticketmaster has acquired mobile ticketing platform Eventjoy for an undisclosed amount, a move to boost its offerings as more consumers shop through smartphones and tablets.

Organizers use Eventjoy's platform to sell tickets to niche events such as beach conferences, historical reenactments, political rally bus rides and private concerts. Big brands like Ted, Target and Home Depot have tapped the service too.

Eventjoy also offers organizers a robust social media and marketing platform as well as detailed analytics and customer engagement tools. Organizers can embed direct messages, notifications, detailed venue maps and event schedules, bringing attendees back to the platform after the initial ticket sale.

Live Nation said the platform will give Ticketmaster greater global reach. Its services include TicketWeb for clubs; Tickets-Today for festivals; Ticketmaster for sports, concerts and arts; TicketExchange for sports leagues; Venuemaster for large-scale tournaments; and Ticketmaster Resale for safe, verified ticket resale.

"We're always looking to expand Ticketmaster into ticketing segments that we believe our leading brand and expertise can have a meaningful impact," said Michael Rapino, president and CEO of Live Nation, in a statement. "The DIY space is one where we think Eventjoy's leading mobile-first solution can be combined with the scale of our platform and distribution capabilities to deliver fans the best proposition in the market."