Ticketmaster introduces new facial recognition tech at AO
The record-breaking 2024 Australian Open saw the introduction of Ticketmaster’s enhanced digital ticket technology and AO Express Entry technology to improve the experience for spectators at Melbourne Park.
The 2024 Australian Open was attended by more than one million spectators for the 15-day event – the first time a tennis Grand Slam has exceeded the magic million milestone.
The first Grand Slam of the year marked the introduction of Ticketmaster’s enhanced digital ticket technology with 90% of all tickets scanned using SafeTix, providing fans with the assurance of ticket authenticity and accelerating the speed of entry with tap-and-go NFC functionality.
In another exciting addition, Ticketmaster Australia and the Australian Open partnered with Wicket to introduce AO Express Entry – allowing premium experience guests to utilise brand new facial recognition technology for quicker entry.
AO Express Entry gave selected premium experience guests the option to link their existing Ticketmaster account to a selfie which took the place of a digital ticket, enabling them to sail through entry points with a fast and simple facial scan. The trial heralds the AO as the first event to ever use the technology in the country.
Australian Open Tournament Director Craig Tiley said, “Innovation is at the heart of everything we do at the Australian Open, and we expect AO Express Entry to be a game changer as we continually look for new ways to provide a seamless experience for our fans,
“With support from Ticketmaster, the AO is the first event in Australia to trial this cutting-edge technology, which we expect to roll out further at AO 2025,” Tiley said.
Ticketmaster Australia Managing Director Gavin Taylor said, “Our partnership with the Australian Open underpins our shared vision to embrace new and innovative ways to deliver an unforgettable experience to all fans.”
