Google Wallet Gets More Details on Ticketmaster Event Passes

entry master, ~~I love~~ Or hate it, it’s the company you’ll be dealing with for the vast majority of live events, so it’s great news that Ticketmaster is launching a new partnership with Google Wallet that will open the door to more detailed passes.

You can already add Ticketmaster event passes to Google Wallet, but a Ticketmaster expansion adds many more event features. Ticketmaster will be the first company to work with Google on these more customizable passes in Wallet.

Ticketmaster explains These updated passes may have a theme that matches the branding of the event, including:

A music tour may include album art or images of the artist.

A sports team may display images of the game or the season’s branding.

A festival can highlight programming images or sponsor integrations.

There are a variety of action links that can be added to Google Wallet passes, including parking information, entry guidelines, merchandise/VIP status updates, in-seat food/drink orders, and more. Passes can also be linked to a mobile app that the event or venue can use.

Announcement: Scroll to see more content

Ticketmaster says:

Ticketmaster has expanded its digital ticketing capabilities with customizable Google Wallet passes, giving customers more control over how their brand appears in fans’ mobile wallets.

As the first ticketing partner to offer enhanced and customizable Google Wallet tickets, Ticketmaster enables customers to deliver branded experiences directly to fans’ Android devices. With options like custom images and action links, entries become more than just an entry test. They become a trusted source of event information and a direct connection to fans throughout the event lifecycle.

…With Ticketmaster, these passes can be customized with the branding, content, and links found within the pass. This ensures a consistent, high-quality experience for fans while giving customers more ways to communicate important information.

You’ll probably see these start to roll out in the future, although there’s no guarantee that all events will adopt them. However, as Ticketmaster is only the first to adopt this new format, it stands to reason that we’ll see more from other pass providers in the future.