Australian Football League clubs will "be allowed to increase or drop the price of seats in the lead-up to games under a ticketing revolution," according to Grant Baker of the HERALD SUN. The AFL has reportedly approved a trial of "dynamic" ticketing. The league will allow clubs to increase prices by A$1-A$3 ($.71-$2.13) at a time "a maximum of four times," meaning rises will be capped at A$12 ($8.52). The system is "designed to encourage fans to buy tickets to high-demand games early, before price hikes take effect." It is also hoped discounts "could drive sales for low-demand games." Several clubs, including Richmond, North Melbourne, Essendon and the Western Bulldogs, "are understood to be considering launching the program." The trial comes as Melbourne Cricket Ground clubs Hawthorn and Melbourne are increasing the price of their top tickets at home games to A$70 ($49.70), up from A$65 ($46.15) last year. Clubs said that because of the "large capacity of the MCG and Etihad Stadium, the dynamic system would more often be used to drop the prices to low-demand games in a bid to increase attendance." Essendon said that it would not "use the system to increase ticket prices." It is the second year the Victorian clubs have had "greater control over their ticket prices and some are beginning to experiment with more dramatic price variations, in addition to the dynamic ticket capabilities" (HERALD SUN, 2/16).
