The Ticketmaster go mobile only option refers to a new initiative by Ticketmaster to make tickets for some events only available through their mobile app. This means that for select events, tickets cannot be purchased online through the Ticketmaster website – the only way to buy tickets is via the Ticketmaster app on your smartphone.
When did Ticketmaster introduce the go mobile only option?
Ticketmaster first started testing the go mobile only option in 2017 with certain concerts and live events. After seeing positive results from these initial trials, in 2018 Ticketmaster rolled out the go mobile only choice more widely.
Now in 2023, a sizable portion of tickets for major concerts, festivals, and sporting events are mobile only through the Ticketmaster app. The company claims that this model helps them better combat ticket bots and fraudulent purchases.
How does the go mobile only option work?
With the go mobile only option, tickets cannot be accessed via desktop or mobile web browsers. The tickets can only be viewed and purchased using the Ticketmaster mobile app downloaded onto your iOS or Android device.
Once you open the Ticketmaster app, you can browse available events and click on ones marked “Go Mobile Only.” You will then have the option to purchase tickets just as you normally would within the app.
Some key points about the mobile only system:
- You must have an existing Ticketmaster account or create one through the app
- Only the Ticketmaster mobile app can be used, not other apps or sites
- Tickets are non-transferrable when purchased this way
- You must enter your mobile number at checkout, which is tied to your Ticketmaster account
What events use the go mobile only option?
Ticketmaster does not disclose exactly which events will be mobile only, but generally major concerts by top artists use this option. Some recent examples include tours by Taylor Swift, Bruce Springsteen, and The Weeknd.
Major music festivals like Coachella, Lollapalooza, and EDC Las Vegas also now use mobile only ticketing. Sporting events like select MLB, NBA, and NHL games may be mobile only as well.
Smaller shows at local venues are less likely to utilize mobile only ticketing at this time. You can check the Ticketmaster event page or app to confirm the ticketing method for any event you plan to attend.
Why is Ticketmaster using this model?
According to Ticketmaster, there are a few key reasons they introduced the go mobile only option:
- Combating bots and the secondary market: Bots are computer programs that attempt to buy up tickets only to resell them at higher prices. Mobile only limits their capabilities.
- Reducing fraud: Tying each purchase to an individual mobile device and account makes fraudulent purchases more difficult.
- Improving fan experience: It aims to get more tickets directly to real fans instead of scalpers and professional resellers.
However, some consumer advocates argue it is also a way for Ticketmaster to lock customers into their mobile platform and collect more data on them.
What are the pros and cons of mobile only ticketing?
Potential pros:
- Limits scalpers and bots from buying up tickets
- Helps real fans secure tickets directly
- More convenient to store tickets on your phone
- Can reduce printing fees and paper waste
Potential cons:
- Unable to resell or transfer tickets
- Locks users into the Ticketmaster app
- Could lead to more app tracking and data gathering
- Owning a smartphone becomes a requirement
Does Ticketmaster charge fees for mobile tickets?
Ticketmaster does not charge any additional fees specifically for mobile tickets purchased through their app. They still charge the same ticket fees and service charges as they would for ticket purchases online.
However, with mobile ticketing you can avoid certain physical ticket fees like printing and mailing costs. Mobile tickets also cannot be resold, so Ticketmaster avoids losing out on fees from secondary market sales.
Can you transfer mobile tickets?
No, mobile tickets purchased through the Ticketmaster app cannot be transferred or resold. The tickets are tied specifically to the mobile device and account used to purchase them.
This is one of the main ways Ticketmaster enforces the go mobile only model and prevents scalping. It also means you cannot buy tickets for friends or family members through your own account.
Can you print mobile tickets?
You cannot print out tickets from the Ticketmaster mobile app. The tickets live exclusively on your phone, so you must have your phone with you to scan the ticket barcode when you enter the event.
Some venues may offer to print your ticket at the box office for an additional fee. But otherwise mobile tickets cannot be printed or transferred to a different device after purchase.
What if your phone dies or you get a new device?
If your phone dies, you get a new device, or you uninstall the app after buying tickets, the tickets still remain associated with your Ticketmaster account.
You can login to your Ticketmaster account on a new phone and restore your previous tickets. You can also visit the venue box office and have them help reassign the tickets to a new device you now own.
As long as you still have access to your Ticketmaster account credentials, you can recover your purchased mobile tickets, even if on a different device. Your tickets are not necessarily lost if your original mobile device is no longer usable.
Is Ticketmaster the only ticket seller using mobile only tickets?
No, Ticketmaster is not the only ticketing company moving toward mobile only tickets. Other major ticketing platforms like AXS and SeatGeek also offer mobile ticketing options for certain events they sell.
However, Ticketmaster is the largest and most widespread ticketing company to utilize mobile only ticketing across a broad range of events. The model has proven successful for them and is now becoming an industry trend.
Do fans seem to like the mobile ticket model?
Reactions from fans are somewhat mixed. In Ticketmaster surveys, around 75% of customers report preferring mobile tickets over printed tickets.
However, some fans are frustrated they cannot easily transfer or resell mobile tickets. And limitations like requiring a smartphone and app download create accessibility issues for certain groups.
Overall the convenience seems to outweigh complaints for most fans. As mobile ticketing options spread, fans are getting accustomed to having tickets readily available on their phones.
Will more events eventually go mobile only?
Industry experts predict mobile only ticketing will continue expanding in the next 3-5 years. As more fans become accustomed to digital tickets, the incentives grow for ticketing firms like Ticketmaster to move additional events to mobile only.
Some project that by 2025, mobile ticketing will represent at least 75% of all live event ticketing transactions. Unless consumer backlash grows, expect to see the go mobile only model become a standard for major concerts, festivals and other events.
How can fans prepare for buying mobile only tickets?
Here are some tips for fans to prepare for purchasing tickets to mobile only events:
- Download the Ticketmaster app in advance and create an account
- Make sure you have an updated iOS or Android device capable of running the app
- Have your payment method loaded into your Ticketmaster account
- Purchase an external phone charger or battery pack
- Know you cannot transfer tickets to friends after purchase
While mobile ticketing may take some adjusting, taking a few steps can get you ready for the experience and make buying tickets on your phone go smoothly.
What do critics say about Ticketmaster’s mobile only model?
Some common criticisms and concerns that have been raised about Ticketmaster’s mobile only ticketing:
- Limits what consumers can do with tickets they have purchased
- Locks fans into Ticketmaster’s platform over other ticketing options
- Hurts ticket resale markets and individuals who rely on reselling tickets
- Could allow Ticketmaster to gather more customer data via their app
- Potentially limits access for those without smartphones or unable to use the app
Consumer advocacy groups argue the model takes choices away from ticket buyers and hands more control over to Ticketmaster. Some ticket resellers claim it hurts their livelihoods.
However, Ticketmaster believes the upsides for fans outweigh these factors and mobile ticketing will continue expanding. The debate continues as mobile only ticketing gains more prominence.
Conclusion
The Ticketmaster go mobile only option represents a major shift in how tickets are sold, restricting purchases to just the Ticketmaster mobile app. While convenient for many users, it limits what consumers can do with purchased tickets and requires having a smartphone.
Mobile only ticketing is growing as Ticketmaster and other firms aim to reduce scalping bots and fraudulent sales. But it has drawbacks too by locking fans into specific apps and reducing transferability.
Mobile ticketing is likely here to stay, but expect ongoing debate about how it impacts consumer rights and freedom. Fans must weigh convenience against limitations as mobile only continues expanding.
