AXS is a digital marketing platform for purchasing tickets for sports and entertainment events in the US, and overseas. It was developed and is operated by Anschutz Entertainment Group (AEG) in partnership with Outbox Technologies.
|Subsidiary of Anschutz Entertainment Group|
|Headquarters||Los Angeles, California|
Number of employees
Anschutz Entertainment Group (AEG), valued at over 8 billion US dollars, is the world's largest owner of sports teams and sports events and is also the world's second largest presenter of live music and entertainment events (after Live Nation Entertainment). Live Nation Entertainment was formed by the merger of Live Nation and Ticketmaster, a ticket sale giant, in early 2010. AEG had been licensing Ticketmaster’s software before the merger, and as part of the United States Department of Justice (DOJ) conditions for approving the merger deal, AEG was allowed to continue licensing Ticketmaster’s software for up to five years while it established its own ticketing business.
AEG partnered with Outbox Enterprises, a start up company, in which AEG is both an equity partner and a client, to develop AXS. The initial AXS deployment was August 2011 and venues and services have been added in a phased roll out. As of August 2013, AXS was the exclusive or the primary ticket provider for over 30 US venues and 9 UK venues. The first Staples Center concert available only through AXS was Beyoncé in 2013; both Los Angeles Lakers and the Los Angeles Clippers are still using Ticketmaster. The white label technology Outbox developed enables AEG to sell tickets under either the AXS brand name or under local venue name brands, which have considerable local support, while providing centralized CRM services for either approach.
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AXS aims to block large volume, automated purchases by computer programs used by ticket resalers by using a "waiting room" facility on a separate server. Users log their personal details and purchase information prior to tickets going on sale, and are screened for multiple purchases.
AXS selectively offers an add-on feature, AXS Invite, which lets ticket purchasers reserve adjacent seats for friends, who have up to 48 hours to decide on receiving email or social media notification. Invite is not available when tickets are initially sold, is only available at some venues, and is unlikely to help at oversubscribed shows. AXS acknowledges that the feature is "really about finding a way to sell more tickets", while enhancing customer convenience.
AEG has entered a partnership with StubHub, a secondary ticketing service owned by eBay, to place tickets from StubHub in AXS ticket listings. This Partnership ended in 2018 when AXS Mobile ID technology and the “FanSight” purchase experience technology will be integrated in 30 of AEG’s U.S. venues.
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