The Digital Ticketing Transformation: Trends Shaping Event Marketing in 2025
Faheem Bakhsh, Co-Founder and Chief Strategy Officer at webook.com on the transformation of digital ticketing and the road ahead.
The ticketing industry is undergoing a digital revolution, and nowhere is this more evident than in the marketing strategies powering today’s live events. From sports matches to concerts and expos, organisers are leveraging cutting-edge tools to boost brand visibility and engage audiences like never before. In the GCC – a region with near-universal internet access and social media use (Saudi Arabia counts 94% of its population as active social users – this digital-first approach to ticketing is becoming the norm.
Global online event ticketing market size is rising steadily, projected to grow from around $62 billion in 2024 to over $99 billion by 2032 (6% CAGR). This growth underscores the industry’s rapid digital transformation, with competition heating up among ticketing platforms.
Digital-first marketing takes centre stage
Not long ago, marketing an event meant plastering posters and relying on word-of-mouth or traditional media. Today, digital-first marketing leads the charge. This means the primary channels for promoting events and selling tickets are online – from event websites and apps to email campaigns and search ads. More than half of event attendees now purchase tickets online, and mobile bookings have more than doubled in recent years.
Crucially, digital-first marketing makes purchasing easier and boosts brand visibility. Event organisers are creating event-specific mobile apps, interactive websites, and personalised email campaigns to keep audiences engaged well before and after the event. These digital touchpoints foster a sense of community and excitement.
AI, automation & data: Smarter targeting and personalisation
The rise of digital ticketing has created a treasure trove of data, and modern marketers are putting it to work. Artificial intelligence (AI), marketing automation, and data analytics are now indispensable for targeting the right audience and converting interest into ticket sales. In fact, roughly 70% of event planners worldwide are already incorporating AI to optimise processes like registration and attendee engagement. These smart tools crunch massive data sets – from past attendance patterns to web browsing behaviour – to help marketers make informed decisions in real time.
One major advantage of AI-driven analytics is hyper-personalisation. Instead of one-size-fits-all ads, AI segmentation allows for targeted campaigns tailored to specific audience interests. A ticketing platform can analyse your past event attendance, social media likes, and even browsing history to recommend the perfect next event. Many consumers appreciate this relevance; in fact, they’re often willing to share personal data if it leads to a better, more personalised experience.
Dynamic pricing and predictive analytics
Selling the right ticket to the right person at the right price – that’s the holy grail of ticketing revenue. Enter dynamic pricing and predictive analytics, two trends helping event organisers balance supply and demand (and improve the bottom line). Dynamic pricing, familiar from airlines and hotels, has made its way into sports and entertainment tickets. Instead of fixed prices, ticket costs can now fluctuate based on real-time demand, timing, and other factors.
The impact on revenue can be substantial. Studies show businesses can see a 1–8% uptick in revenues on average by implementing dynamic pricing strategies. In ticketing, some organisers report that revenue gains from dynamic pricing far exceed the costs of the pricing software – in some cases delivering returns 2–5 times higher than the investment.
The road ahead: Engaging customers in a digital era
The current wave of marketing trends in ticketing – from AI analytics and personalisation to influencer-driven campaigns and dynamic pricing – all point to a common theme: enhancing customer engagement through digital innovation. When done right, these strategies feed into each other. The result is a virtuous cycle where fans feel more connected to brands and events, and organisers reap the benefits of that goodwill and insight.
For marketers and advertisers in the GCC, there’s a clear mandate to ride this digital transformation wave. The region’s audiences are among the most connected on the planet, and they respond to campaigns that speak to them on the channels they use daily. A concerted focus on digital tools, data, and creative storytelling will be key to cutting through the noise.
The ticketing industry’s marketing playbook has evolved dramatically, leaning heavily into digital-first strategies that prioritise personalisation and engagement. Whether you’re an event organiser, a marketing professional, or a ticketing platform, staying ahead in this space means continually adapting to technology and consumer behaviour shifts.
