The global online ticketing market continues to expand rapidly and is expected to reach US$101,36 billion by 2029, according to a study by Market Research Future. The forecast is a direct reflection of the accelerated digitalization of events, the growth of live entertainment and consumer demand for more connected and personalized experiences.
In Brazil, the sector is already showing concrete signs of this transformation. Recent data from Serasa reveals that 46% of Brazilians set aside part of their monthly budget for shows and events, while another survey conducted by Viagogo in partnership with YouGov reinforces this fact, showing that 43% of respondents give up drinking alcohol in exchange for being able to buy a ticket to a show.
As a result, digital platforms have played a fundamental role in enabling this consumption, with solutions that go beyond ticket sales, including access control, cashless systems, digital wallets and facial recognition, all in favor of efficiency, time optimization, fluid digital journeys, security and, above all, personalized experiences for an increasingly demanding generation. This is what the survey by the McKinsey consultancy reveals, which shows that 71% of consumers expect personalized experiences from brands.
In 2024 alone, for example, ElevenTickets, a platform developed by Imply Tecnologia, processed more than 10 million tickets for thousands of cultural and sporting events across the country. Highlights include festivals such as the Oktoberfest in Blumenau, which recorded record attendance and profits, which increased by 59% compared to the previous year.
“In an increasingly digital and personalized consumer scenario, we have broken records, connected millions of people to unforgettable experiences and delivered surprising results to our customers and partners. We believe that personalization and digital transformation are the foundations for creating memorable experiences,” says Tironi Paz Ortiz, CEO and founder of Imply.
With the increase in online ticket purchases, attention to digital security is also growing. Scams involving ticket falsification and page cloning have become increasingly common. “Digitalization is essential for the sector, but it needs to be accompanied by robust cybersecurity solutions. Consumers should always buy from reliable and official platforms, check security seals, use secure payment methods and avoid unauthorized intermediaries,” warns Ana Vitória, a cybersecurity specialist at Keeggo, a technology consultancy.
Gabriel Bulsing, Operations Manager at ElevenTickets Imply®, also emphasizes that scammers can create websites with addresses that are very similar to the official ones, but with small variations. “Therefore, when purchasing tickets online, it is essential that users carefully check the website they are accessing, avoiding cloned pages or suspicious domains that may sell fake tickets. The best practice is to always access sales links through the official channels of the brand responsible for selling the tickets,” he advises. Reliable websites usually begin with 'https://' — the 's' indicates the presence of an SSL certificate, which guarantees data protection and browsing security. Another important point is to check if there is a security padlock icon next to the address. “In addition, it is essential to be suspicious of offers with prices that are much lower than normal, as they may indicate an attempt at fraud,” he concludes.
