Digital ticketing: the future of live experiences

Sports are about passion, entertainment, and also a rapidly growing industry. In Italy alone, it accounts for 1.3% of the GDP, and globally it's projected to reach $602 billion by 2030. In this context, digital ticketing becomes the key to innovating the live experience for fans, clubs, and venues—turning data and access into shared value.

The transformation involves four key areas: smart access management, ticket security and traceability, data optimization, and building personalized relationships with fans. Venues are evolving into phygital ecosystems where technology and data enhance efficiency, sustainability, and engagement.

Solutions like Ticket Wallet, developed by Mashfrog Group in partnership with Vivaticket, are leading the way in this revolution: an integrated digital system that enables complete management of tickets and subscriptions, flow control, real-time insights, and greater audience engagement. It’s a win-win model that creates value for all players in the live experience—from spectators to clubs to venue operators—and drives the world of sports and entertainment toward a more connected, secure, and sustainable future.

From ticket to data: how ticketing is changing

The digitalization of ticketing is no longer just a technical upgrade—it’s a strategic shift that’s redefining the entire ecosystem of sports and music events. In Italy, regulations like Law 145/2018 and the European Digital Services Act have established a framework for secure, traceable, and personalized tickets. A digital ticket now acts as a verified identity, ensuring authenticity, preventing fraud, and simplifying access. Today, clubs and venue operators can monitor sales, crowd flows, and behavior in real time, turning data into insights to optimize operations and deliver more personalized experiences.

Security and trust: the new digital infrastructure

Digital ticketing is at the heart of security in stadiums, arenas, and event venues. With dynamic QR codes, integrated wallets, and biometric systems, entry becomes smoother and more controlled. Advanced platforms enable real-time tracking, the blocking of suspicious tickets, and integration with crowd management systems. At the same time, GDPR compliance ensures data protection and transparency. In this context, the digital ticket becomes a tool of mutual trust between fans, clubs, and organizers, strengthening the overall perception of safety and reliability at live events.

Venues go smart: data, efficiency, and sustainability

Venues are no longer just physical spaces—they're intelligent ecosystems where every interaction creates value. The "smart event" model integrates digital ticketing, analytics, and predictive management technologies to optimize crowd flows, services, and sustainability. Every entry and fan interaction becomes a data source that enhances operational efficiency and elevates the quality of the experience. This approach transforms the event moment into a continuous value cycle for operators, sponsors, and audiences, where engagement, security, and monetization coexist in harmony.

Ticket Wallet: a win-win solution for fans, clubs, and venues

Ticket Wallet is the platform developed by Mashfrog Group in collaboration with Vivaticket, designed to fully digitalize the ticketing experience. It allows clubs to manage tickets and subscriptions directly on smartphones—even offline. With features like user transfer, ticket suspension or blocking, and automatic QR code updates, Ticket Wallet combines security, simplicity, and control.

Already adopted by top-tier Serie A clubs, the platform has become a benchmark for innovation in Italian sports ticketing, offering clubs more efficient management and fans a smoother, safer, and more engaging experience. It’s a scalable, flexible, and customizable solution that simplifies the fan experience, boosts insights for clubs and organizers, and streamlines venue operations.

Toward a continuous value ecosystem

Digital ticketing has become the beating heart of the live experience—a channel for connection, security, and insight. With solutions like Ticket Wallet, the ticket becomes the gateway to an ecosystem of personalized experiences, where technology and passion come together. It’s the natural evolution of a market that no longer just sells seats, but builds lasting connections between fans, clubs, and venue operators—turning every event into an ongoing relationship of shared value.