In recent years, NFTs (Non-Fungible Tokens) have taken the world by storm. Representing everything from artwork to music, these unique digital assets have proven their worth across a variety of different mediums. Now, NFTs are making their mark on the event industry with the rise of NFT ticketing, a revolutionary approach to ticketing that boasts enhanced security, the virtual elimination of scalping, and promising new monetization opportunities.
Understanding NFT Ticketing
Before diving into the advantages and impact of NFT ticketing, it's important to grasp the concept itself. So, what exactly is NFT ticketing?
Let’s first start with a quick rundown of what NFTs are, since they are a confusing concept in and of themselves. NFTs are unique and indivisible digital assets that are stored on a blockchain, which is a decentralized and transparent public digital ledger that records transactions and ensures their immutability. Storing NFTs on a blockchain means that an NFT’s ownership can be easily verified, and transactions involving their exchange can be readily authenticated. While NFTs are best known for representing digital artwork, they can actually be used to represent other assets–such as tickets!
By placing tickets on the blockchain (and don’t worry, the ticket’s QR code for admission isn’t public), each ticket transaction–from issuance to transfer–is recorded on the blockchain, creating an unalterable and transparent history of ownership that can be viewed by anybody.
The Advantages of NFT Ticketing
NFT ticketing offers a range of benefits that traditional ticketing systems struggle to match. These advantages include:
Enhanced Security and Fraud Prevention
By utilizing blockchain technology, each ticket is tied to its own NFT, meaning that the ticket’s ownership and transaction history are publicly viewable. This ensures that the ticket is genuine, making it virtually impossible to counterfeit or duplicate tickets and thus eliminating the risk of ticket fraud. This allows ticket buyers purchasing resale tickets on secondary markets to verify the legitimacy of the tickets and know that they’re getting the real deal. NFT tickets not only protect the interests of event organizers but also ensure a fair and trustworthy experience for attendees.
Discourages Ticket Scalping
Ticket scalping, the act of quickly snapping up tickets in bulk the instant they go on sale and then reselling them at inflated prices, has long plagued the event industry. By leveraging an NFT’s built-in smart contract, event organizers can set rules regarding a ticket’s resale/transfer behaviors to prevent scalping. For example, they can limit the number of times a ticket can be transferred (even outright disabling transferability if desired) or set price ceilings and floors for ticket reselling. This not only protects attendees from exorbitant ticket prices but also ensures that event organizers retain control over ticket distribution, maximizing their revenue potential.
Potential for Monetization
NFT ticketing opens up new avenues for event monetization. By attaching additional perks or exclusive content to NFT tickets for a premium, organizers can offer an enhanced experience to attendees. For example, a music festival might offer VIP access or backstage passes as NFT ticket add-ons. This not only generates additional revenue but also creates a sense of exclusivity for ticket holders, helping to foster a feeling of connection with the event and event organizers themselves.
Perhaps most importantly though, event organizers can leverage token-gating to strengthen their communities, making attendees feel valued, increasing their engagement with the event and the brand, and thus extending the customer journey well beyond the event itself. We’ll explain token gating in-depth in the next section, but for now just know that token-gating creates a sense of exclusivity and fosters a community amongst your attendees, converting them from one-off customers into passionate advocates for your brand.
To further sweeten the deal, NFT tickets can even open up an additional revenue stream that event organizers have traditionally been unable to access: the secondary market. Organizers can specify a transfer fee in their NFT ticket’s smart contract that will generate kickback for them should ticket holders choose to sell their tickets on secondary markets or pass it on to others.
Token Gating: A New Approach to Access Control
In addition to NFT ticketing, another concept that is revolutionizing customer loyalty in the events space is token gating. Let's explore the concept and its benefits:
The Concept of Token Gating
Token-gating simply refers to the distribution of exclusive benefits to holders of specific NFTs. For example, Lyrical Lemonade, a multimedia company based in Chicago that works heavily with the world’s most famous rappers, minted their first NFT collection “The Carton.” As a reward for holding a “The Carton” NFT, the 500 holders of “The Carton” NFTs receive complimentary tickets to Lyrical Lemonade’s Summer Smash festival for 3 years.
Benefits of Token Gating in Events
Since NFT tickets are, well, NFTs, discounts, free goods, and exclusive access to unique perks (higher ticket tiers, merchandise, VIP treatment, etc) can be tied to them. This creates exclusive value for NFT ticket holders, enabling event organizers to develop a deeper connection with their event attendees, who feel that they are being rewarded for their loyalty to your brand, making them feel valued and thereby more likely to advocate for your brand. And of course, you can token gate by ticket type–for instance, even if all tickets to an event are NFTs, a system can be set up where only VIP ticket holders have access to certain benefits, further engaging your most dedicated customers.
Token gating can be done before, during, and even after an event, since an NFT ticket remains in an attendee’s wallet after the event is over. Imagine boosting ticket sales for a future conference by token gating a discount code using the NFT tickets from this year’s conference, or increasing F&B sales at your event by distributing a free snack voucher to ticket holders–the possibilities are endless.
Another innovative use-case for token gating is for cross-brand collaborations. Event organizers don’t have to rely solely on the NFTs in their own ecosystem like Lyrical Lemonade did for their Summer Smash festival. Since the data of all NFT collections is located on the blockchain, that information is completely public, meaning that event organizers can pick and token-gate by any NFT collection they please! This enables event organizers to leverage the followings of existing NFT projects, allowing them to draw increased business as well as attention to their own events and brands.
Creating NFT tickets and issue token-gated rewards via Moongate, our NFT ticketing and membership platform, is a piece of cake by the way 😉
The Future of NFT Ticketing
As NFT ticketing gains momentum, the future looks promising for this innovative ticketing technology. Let's explore some predicted trends and developments:
Predicted Trends and Developments
As more event organizers embrace NFT ticketing, we can expect to see a wider range of events adopting this technology. From music concerts and sporting events to conferences and art exhibitions, NFT ticketing has the potential to become the industry norm.
Furthermore, advancements in digital wallet technology and user interfaces will further normalize the usage of NFTs, making it even easier for attendees to manage their NFT tickets and fueling the widespread adoption of this ticketing revolution.
Challenges and Considerations for Adoption
While the benefits of NFT ticketing are compelling, there are still challenges and considerations to address for widespread adoption. One such challenge is ensuring accessibility for all attendees. Not everyone may be familiar with blockchain technology or possess the necessary digital infrastructure to manage NFT tickets.
Luckily, Moongate has solved the issue of accessibility for event organizers and attendees alike. Our user interface and user experience has been designed to completely streamline the processes of both creating AND using NFT tickets, combining Web3 technology with the familiarity and ease-of-use of traditional digital ticketing systems in order to bring the benefits of NFT ticketing to everybody! Event organizers can set up events and start token gating in just 5 minutes, and attendees don’t even need their own NFT wallets to receive and use NFT tickets.
NFT ticketing and token gating are transforming the event industry, bringing about enhanced security, reduced scalping rates, and exciting monetization opportunities. As more events adopt these innovative approaches, attendees can look forward to attending events hassle-free, while organizers can benefit from streamlined processes, increased revenue potential, and deeper audience insights. The era of NFT ticketing and token gating has arrived, revolutionizing events one blockchain-secured ticket at a time.
We designed Moongate to make stepping into the world of NFT ticketing a stress-free, no-code experience for event organizers and attendees, allowing them to benefit from the best that both Web2 and Web3 have to offer. If you’re curious to learn more, book a demo with us to discuss how Moongate can fit into your business, or try our platform commitment-free.