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Volume 21 No. 13
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Spectra Ticketing clients will list on SeatGeek

Ticket aggregator SeatGeek has struck a partnership with Spectra Ticketing & Fan Engagement that will place primary ticket inventory from Spectra clients in SeatGeek’s online and mobile platforms.

Formerly known as Paciolan, the Comcast Spectacor-owned Spectra Ticketing will offer its more than 500 clients the ability to expand distribution through SeatGeek. The New York-based SeatGeek reaches more than 8 million unique users a month, with nearly two-thirds of that audience shopping for tickets on mobile.

Spectra Ticketing client Stanford University has tested the SeatGeek integration.
Spectra Ticketing intends to have many of its collegiate clients using the SeatGeek integration for football season this fall after a trial run using Stanford University.

SeatGeek has been known as a destination for aggregated listings among secondary ticket markets. But it has begun to make a significant move into primary listings, first aligning with Broadway theater ticket vendor Telecharge and nightlife ticketing company Wantickets. The Spectra Ticketing deal moves that focus into sports, and represents by far SeatGeek’s largest deal for primary ticket listings.

In each instance, users clicking on SeatGeek listings from Spectra clients will ultimately be linked back to those clients’ own ticket purchase pages.

“Our goal is to be the go-to platform for live entertainment search, so expanding our abilities within primary is very important to us,” said Nihar Singhal, SeatGeek executive vice president of business development and strategy. “Spectra is a major player in that space, especially in college, and for us to get that inventory is a big step forward to providing a more comprehensive offering. We want to be seen as a platform that any ticketing company can plug into.”

Financial terms were not disclosed, but the deal was described by both parties as a multiyear agreement. The Spectra partnership also arrives less than four months after SeatGeek closed on a $62 million round of Series C venture capital financing, the company’s second major funding round since August 2014, amounting to more than $100 million in total. The last round of funding carried in part a focus on additional mobile product development.

There will also be a data-sharing component to the partnership, as Spectra Ticketing clients will obtain user data from purchasers initially arriving through SeatGeek. Spectra Ticketing clients said the SeatGeek partnership was a critical component in aiding event discovery, which remains an industry challenge.

“This is a great feeder to our own mobile strategy,” said Dave Butler, Spectra Ticketing chief executive. “SeatGeek has built an excellent set of mobile products, which cater disproportionately to the younger, more millennial ticket-buying audience we’re all after.”