What you need to know
- Ticketmaster announced its partnership with Google Wallet, which brings "customizable passes" to Android.
- Clients of events can customize their digital passes with flashy designs and up to 12 links for important venue details.
- Users benefit from this last note, as they can find info on parking, food, drinks, merch, and VIP access directly from their pass.
This summer is going to be packed with events of all kinds. To try and help, Ticketmaster announced a partnership with Google Wallet for more unique digital passes on Android.
Ticketmaster says that what it's worked on with Google Wallet are "customizable passes" that are designed for "branded experiences" on Android. Passes are mobile tickets saved in Google Wallet, but Ticketmaster says this new direction offers a new sense of "brand presence." Brands can offer customized hero images, tour artwork, and more.
If you're attending a group's stop on their nationwide tour, you might see unique album artwork or sports game visuals if you're going to an NFL game.
Aside from flashy visuals, these customizable passes are getting more useful for you, the user. Ticketmaster says clients can add "up to 12 action links to each pass." These links will direct visitors to crucial event areas. Links for parking, transportation, gate details, VIP upgrades, and food/drinks can be found in these passes. This removes the need for users to conduct extra research before heading out or leading up to the event/gameday.
The post states that tapping a parking link will open a map of the venue, so you can plan where you might go. Additionally, users can download that event's affiliate app on their Android device through these links if desired.
Digital passes continue to evolve
Passes and digital tickets have been a big aspect of Google Wallet for years now. The company rolled out a useful update to Wallet, one that would automatically surface a pass you might need. "Context-aware" is what drives this feature. Google states that as the user approaches a location, like a train station, the Wallet app would produce their train ticket on their lock screen.
This removes the need for users to open their phones, navigate to the Wallet app, and select their appropriate pass. Google says this capability extends to airport gates, concert venues, and stores. Considering this new partnership with Ticketmaster, perhaps something like this would occur for these customizable passes.
Android Central's Take
I like this partnership, and this is coming from a sports guy. Getting my tickets ready for gameday is an exciting feeling. I can just imagine a White Sox or a Bears ticket through Ticketmaster's new approach for passes. The hype would be unreal. What's more, these links would help with stadium navigation for parking in case anything changes.
