Ticketmaster is committed to leading the industry with innovation that puts fans first — and the We’re All In campaign demonstrates our commitment to that mission. From making upfront pricing our new global standard to enhancing communication across the ticketing buying experience, our latest service enhancements deliver on what fans want.
All In Prices
Ticketmaster has long advocated for All In Pricing as a better, more fair experience for fans — one that provides consistency in pricing and empowers fans to confidently compare options across the entire U.S. ticketing landscape. The true benefit to fans only unlocks when every ticketing site adopts All In Pricing. With consistent upfront pricing, fans can now shop and find the best value without surprises at checkout.
For Ticketmaster clients, this levels the playing field. No longer can resale sites and secondary markets advertise deceptively low prices upfront, only to add fees later that surpass the original primary prices. All In Pricing protects primary sales and highlights the value of buying direct.
Ticketmaster is proud to lead the industry in implementing these new federal regulations — and was the first major platform to be fully compliant in the nine states where the rules initially took effect.
82% of fans say that ticket prices are the most important factor in their purchase decision.
Ticketmaster now displays the full cost of every ticket, including fees, before taxes, upfront. It’s part of Ticketmaster’s commitment to putting fans first and making prices clear from the start of the purchasing journey. And that commitment aligns with the U.S. Federal Trade Commission’s (FTC) new All In Prices regulation that went into effect on May 12, 2025. This new nationwide rule requires that the total ticket price — including all mandatory fees — be shown upfront for all U.S. events.
What’s included in the All In Prices:
- Ticket Price: The face value set by the content owner (promoter, artist, venue, or team).
- Service Fees: Any required fees, including venue, service, facility, and processing fees.
Taxes and optional add-ons will still be shown at checkout, but fans will now see one consistent All In Price across the entire purchasing journey — from event listings to interactive seating maps to their cart.
We’re All In on Fans
Ticketmaster isn’t stopping at All In Prices — in addition to seeing the full cost upfront on every ticket, including fees, before taxes, Ticketmaster is All In on creating a fan-first experience with more transparency, stronger security, and real-time updates in the queue. With new Smart Queue enhancements and industry-leading abuse prevention tools that protect access to tickets, Ticketmaster is investing more than ever in delivering a secure, seamless ticketing journey for every fan.
Know Your Place in Line
Fans want clear communication — especially during high-demand onsales. With the latest Smart Queue enhancements, Ticketmaster is giving fans greater transparency at every step. Fans will now:
- See their exact place in line.
- Know how many fans are ahead of them.
This clearer view helps reduce uncertainty and keeps fans informed, leading to a smoother, more confident purchase experience.
Real-Time Communication Smart Queue for High Demand Onsales
Ticketmaster is also introducing real-time updates in Smart Queue to keep fans fully informed during high-demand onsales. For shows with an expected high demand and anticipated wait times of 30 minutes or longer, fans will now:
- Get real-time updates on ticket availability and range of ticket prices.
- Receive instant notifications if a new event date is added, with the option to easily join the new queue.
These improvements help fans plan in real-time, reduce frustration, and drive stronger conversion. In fact, 86% of fans found these queue updates helpful and easy to understand.
Investments in Abuse Protections
Ticketmaster continues to lead the industry by investing in tools that fight abuse, help block bots and protect genuine fan access. Ticketmaster teams actively monitor queue activity in real time and take immediate action against suspicious behavior before, during, and after onsales.
Ticketmaster continues to work with fans to update accounts and passwords, to ensure that millions of Ticketmaster accounts have been verified and are directly connected to a fan.
Preparing Fans
To bring these enhancements to life, Ticketmaster is launching a benefits-led campaign that highlights All In Prices and the latest product innovations. Fans will see the campaign across key touchpoints, including:
- Ticketmaster Homepage
- High-Demand Onsale Queues
- Fan Emails and Influencer Campaigns
- The All In Guide
Fans will see the new, All in Prices experience across all touchpoints of the Ticketmaster marketplace, including:
- Ticketmaster Marketing & Fan Communications
- Event Detail Pages
- Interactive Seating Maps
- Carts and Checkout
To help clients deliver a compliant fan experience, Ticketmaster recommends:
- Align with Legal Guidance
Review the FTC’s final ruling and consult with your legal teams to ensure compliance strategies are tailored to each business’s specific needs. - Tap Into Ticketmaster Resources
Visit the Ticketmaster Support Community for detailed guidance and helpful tools. For additional support, reach out to Ticketmaster representatives. - Review and Update Marketing Materials
Audit all non-Ticketmaster owned marketing channels — including websites, social media, paid media, and promotions — to ensure compliance. - Proactively Educate Fans
Ticketmaster has created ready-to-use fan messaging templates and communication assets to help clearly and consistently explain All In Prices. Contact your Ticketmaster representatives to access these materials and share them directly with your fans.
We’re All In On Putting Fans First
Fans are at the heart of everything Ticketmaster does, and providing a straight-forward, secure and fan-friendly experience is essential to that commitment. The We’re All In campaign is more than just an update — it’s a promise that helps assure fans with All In Prices, keeps them informed with clear communications, strengthens their confidence with enhanced security, and connects them to a world of live events.
For guidance or questions on these enhancements — visit the Ticketmaster Support Community or reach out to your Ticketmaster representative.
Learn more about the FTC’s All In Pricing regulation.
Learn more about the benefits of partnering with Ticketmaster.
