Ticketmaster Leads Mobile Ticketing Innovation with Customizable Google Wallet Passes

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

As the first ticketing partner to offer enhanced, customizable Google Wallet tickets, Ticketmaster enables clients to deliver branded experiences directly on fans’ Android devices. With options like custom imagery and action links, tickets become more than proof of entry. They become a reliable source of event information and a direct connection to fans throughout the event lifecycle.

What Are Google Wallet Passes?

Google Wallet passes are mobile tickets that fans can save to their Android devices for easy access on event day.

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

Extend Your Brand Into the Fan’s Wallet

Google Wallet passes give clients a high-visibility brand presence beyond the initial purchase.

Each pass can include a custom hero image, allowing clients to highlight key visuals such as tour artwork, team branding, or event creative.

For example:

• A music tour can feature album artwork or artist visuals
• A sports team can showcase game visuals or season branding
• A festival can highlight lineup imagery or sponsor integrations

These elements turn every ticket into a polished extension of the event experience.

Make Tickets More Useful for Fans

Google Wallet passes help fans quickly find the information they need, when they need it. Clients can add uGoogle Wallet passes help fans quickly find the information they need, when they need it. Clients can add up to 12 action links to each pass, directing fans to essential event details such as:

• Parking and transportation information
• Venue entry guidelines or gate details
• Merchandise or VIP upgrades
• Food, beverage, or in-seat ordering

For example:

• A stadium can link directly to parking maps to reduce arrival confusion
• A venue can highlight express entry gates to improve flow
• An arena can promote seat upgrades or last-minute add-ons

Google Wallet also allows clients to reorder these links, making it easy to prioritize the most important information for fans. The result is a smoother event day experience with fewer questions and better-prepared attendees.

Drive App Adoption in a Natural Way

Each Google Wallet pass can include a direct link to a client’s mobile app, creating a simple path for fans to open or download it.

Because the link lives within the pass, it reaches fans at a moment when they are already preparing for the event.

A Smarter Way to Deliver Mobile Tickets

With customizable Google Wallet passes, Ticketmaster is redefining what a mobile wallet pass can do. By combining branded design with event day functionality, these passes help clients communicate more effectively while giving fans a better event experience.

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