Dynamic pricing—Ticketmaster's infamous practice of adjusting ticket prices based on demand—has become a hot-button issue in the event industry. While this strategy might boost short-term profits for event organisers and ticketing platforms, it has left fans feeling frustrated, betrayed, and financially drained. The ripple effects of dynamic pricing extend far beyond the individual buyer, damaging the trust between event organisers, artists, and their loyal supporters.
At Ticketr, we believe there’s a better way. With predictable, low, and capped fees, we’re committed to putting fairness back into ticketing, ensuring fans and organisers alike have a positive, transparent experience.
What is dynamic pricing?
Dynamic pricing, also known as "platinum pricing" or "market-based pricing," adjusts ticket costs in real-time based on demand. When tickets are selling fast, prices spike—sometimes exponentially. The idea is simple: if people are willing to pay more, the platform charges more.
While this might make sense for commodities like airfare or hotel rooms, applying it to event tickets—something tied to personal passion and fandom—feels exploitative. Fans who eagerly wait for tickets to see their favorite artist or sports team often find themselves priced out of events they’ve been anticipating for months or even years.
Why Dynamic Pricing Hurts Fans
1. It’s Unpredictable
One of the biggest complaints from fans is the lack of transparency. A ticket that’s advertised at €100 can suddenly jump to €300, €500, or even more within minutes of going on sale. Many fans refresh their browser in disbelief as prices surge beyond their budget.
2. It Creates a Feeling of Betrayal
Fans aren’t just customers—they’re the lifeblood of the event industry. Dynamic pricing sends a clear message: profit matters more than loyalty. Many fans feel like the industry is taking advantage of their enthusiasm, and the backlash is growing louder.
3. It Fuels Scalping and Resale Prices
Dynamic pricing inadvertently feeds into the very problem it claims to solve: ticket scalping. When ticket prices spike, fans who can afford them may buy extra tickets to resell at even higher prices, further exacerbating the issue. This makes the overall ticket-buying experience feel like a never-ending game of financial roulette.
Why Dynamic Pricing Hurts the Industry
While platforms like Ticketmaster may claim dynamic pricing is necessary to reflect market value, the long-term impact on the industry is damaging. Fans lose trust in both ticketing platforms and the artists or organisers associated with them. In extreme cases, events risk losing their core audience altogether.
Event organisers also face challenges. The backlash from fans often overshadows the initial revenue boost from dynamic pricing. Instead of being celebrated for their success, artists and organisers become targets of online outrage.
Ticketr: A Better Solution for Fans and Organisers
At Ticketr, we reject the notion that gouging fans is the only way to sustain the event industry. Our platform is built on fairness, transparency, and a commitment to satisfying everyone involved.
1. Predictable, Low, and Capped Fees
Unlike platforms that use dynamic pricing to inflate costs, Ticketr ensures ticket prices are fair and predictable. Fans always know what they’ll pay, and organisers can trust that their events are accessible to their audience.
2. No Hidden Surprises
We believe in full transparency. The price you see is the price you pay. This straightforward approach builds trust with fans and encourages repeat attendance, fostering long-term loyalty.
3. Satisfying Everyone Involved
Ticketr’s model ensures that:
- Fans feel valued and respected, knowing they aren’t being priced out of their favorite events.
- Event organisers maintain positive relationships with their audience, reducing backlash and improving brand reputation.
- Artists can focus on delivering incredible experiences, free from controversy over ticket pricing.
4. Accessible for All Events
Whether it’s a music festival, a charity event, or a sports game, Ticketr is designed to work for events of all sizes. By keeping pricing fair and transparent, we create a win-win for everyone.
Conclusion: Let’s Fix Ticketing Together
Dynamic pricing may offer short-term gains for ticketing giants, but the long-term consequences are clear: disappointed fans, damaged relationships, and a broken system. At Ticketr, we’re redefining what ticketing can—and should—look like. By prioritising fairness and transparency, we’re not just a ticketing platform; we’re your ticketing partner, committed to making every event a success for fans and organisers alike.