“Upgraded’s unique approach leverages blockchain technology combined with dynamic, encrypted barcodes to prevent fraud often associated with paper or pdf-based tickets,” the announcement continues. “The solution can be implemented without requiring a venue to replace existing access control hardware.”
The technology will be integrated with the company’s other recent efforts to streamline and secure the ticketing process, including Presence, Verified Fan and the facial-recognition tool Blink Identity.
“Ticketmaster is constantly exploring emerging technologies, and there aren’t many that have the unique possibilities of blockchain,” said Justin Burleigh, Chief Product Officer at Ticketmaster, North America. “We’re excited to have Upgraded join the team as we continue to focus on providing the world’s leading identity-based ticketing platform to fans, artists, and our clients.”