When the Oasis reunion excursion was once introduced closing summer season, there was once a scramble to pay money for tickets. In no time, there adopted any other scramble – to know a phenomenon referred to as “dynamic pricing”. That is the apply of pricing one services or products in a different way for various shoppers. Costs are adjusted in keeping with provide and insist and can be decided through such things as the timing of the acquisition.
However closing summer season, this reputedly opaque pricing construction left many enthusiasts offended, perplexed and lashing out on the band themselves.
In spite of being typically authorized in different industries, for instance, for airline and teach tickets, using dynamic pricing within the occasions sector is contentious. It might additionally pose reputational dangers to organisations – or even artists – inside the business. Advocates of dynamic pricing say that costs are honest as they’re set through the marketplace.
Now that Oasis are at the highway once more, it’s a great time to replicate on how the problem has manifested because the tickets first went on sale again in August 2024. Some tickets greater through £200 above the unique value marketed. That important mark-up didn’t come with any added VIP or hospitality advantages.
My analysis specializes in VIP and hospitality match tickets, but in addition considers broader ticketing problems reminiscent of dynamic pricing.
In 2022, I interviewed a contract VIP package deal supervisor for a extremely a success and well-known musician. This gave the most important perception into the opportunity of enthusiasts to be disappointed and pissed off at the day of the development if that they had misunderstood what they may be expecting from “platinum” (dynamic) tickets.
I’ve had circumstances the place anyone became up at test in and you understand, they don’t know what they’ve purchased and idea it was once a VIP price ticket: “How much did you pay for your ticket?”, “Oh, I paid US$1,500…”. So, I’m like: “Okay, well that sounds like it’s … a VIP ticket, the highest-level VIP ticket. But your name isn’t on my list and my list never really lies. But, you know, I’m going to figure it out with the box office. I’ll give you the benefit of the doubt. Go on through to the champagne reception.” So, they do this, and it’s very blameless. No one is attempting to drag one thing over any one.
I’ve had folks come to me. “Oh, the person next to me said that they’ve got a meet and greet after the show, they’ve got a goodie bag. Where’s my goodie bag? They’re literally sat next to me. We’ve compared ticket prices, what’s going on?” I say: “You’ve bought a platinum ticket.” They ask: “What does that mean? What do I get? Surely, I must get something?” I say:“No, you don’t.” It’s terrible.
And in 2023, I surveyed 312 customers, of whom most effective 17% mentioned that they’d acquire a dynamically priced price ticket. It’s most likely that, in comparison to 2025, there was once then a decrease consciousness of dynamic pricing of match tickets.
Fending off a backlash
Extra not too long ago, analysis found out that out of greater than 8,000 folks surveyed 91% agreed that dynamic pricing will have to be banned in the United Kingdom for occasions tickets. Some 47% had skilled dynamic pricing when searching for tickets for are living song occasions – however most effective 11% felt the idea that was once communicated to them successfully sooner than they bought.
Different analysis has sought to give an explanation for the shopper coverage and pageant rules that observe to dynamic pricing in the United Kingdom. It additionally supplied the context of the Oasis reunion excursion dates. The researchers suggest suggestions for companies to imagine sooner than adopting dynamic pricing methods.
The recommendation contains ensuring that value levels are obviously to be had to customers, and recommends that companies will have to watch out in implementing points in time on finishing purchases to keep away from developing panic within the purchaser. Companies will have to additionally be certain that the phrases in their contracts are simply understood.
UK regulator, the Pageant and Markets Authority (CMA), expressed fear that promoting platform Ticketmaster will have breached shopper coverage regulation. It mentioned Ticketmaster had labelled sure seated tickets as “platinum” and offered them for almost 2.5 occasions the cost of similar same old tickets. The CMA additionally mentioned that Ticketmaster didn’t correctly provide an explanation for that the tickets introduced no further advantages – and had been incessantly positioned in the similar house of the stadium.
Lovers have now not had the risk to look Oasis are living since 2009.
Amra Pasic/Shutterstock
Ticketmaster didn’t tell customers that there have been two classes of status tickets at other costs, the CMA mentioned. The entire less expensive status tickets had been offered first sooner than the dearer ones had been launched. The CMA mentioned this led to many enthusiasts ready in a queue with out figuring out what they’d be paying. Then, once they in any case had the chance to shop for tickets, they needed to make a decision at the spot whether or not to pay a miles upper value than that they had anticipated.
Ticketmaster has since mentioned in a commentary: “We strive to provide the best ticketing platform through a simple, transparent and consumer-friendly experience. We welcome the CMA’s input in helping make the industry even better for fans.”
So what now for dynamic pricing? As an occasions professional, I consider the business will proceed to make use of it. However in long run, it’s most likely that buyers will probably be extra savvy and acutely aware of those practices. The business should be led through concepts of best possible apply – and grow to be a lot more clear.
