Passform is now live with iTICKET, bringing together two New Zealand businesses to support its ticketing platform and explore how Wallet can keep audiences informed, reward loyalty and encourage return visits, without a separate app.
Passform is now live with iTICKET, providing wallet infrastructure across its ticketing platform.
We’re excited to be working with a fellow New Zealand business that brings more than two decades of experience in live music, theatre, festivals, expos and sport. iTICKET understands the demands of running events and the people behind them. We bring specialist expertise in mobile wallets and their use as a customer engagement channel.
The work brings those strengths together, supporting iTICKET’s ticketing today while giving us room to develop how organisers inform and engage their audiences through Apple and Google Wallet.
"We needed a digital wallet partner. After looking everywhere from our backyard to international providers, Passform came out on top. They had the best product and commercial model for our business. But the real game-changer was their team - and their Kiwi roots. From day one, they’ve been readily available to chat through our ideas and long-term strategy. The best partnerships are built on open communication, and Passform gets that." Sarah Cowley, Chief Commercial Officer - iTICKET.
Beyond the ticket scan
A ticket purchase is the start of someone’s experience with an event. There are plans to make before arriving, things to discover at the venue, and often an interest in coming back.
Ticketing providers are investing in audience insights, communications and loyalty programmes that connect these moments. That interest extends to the services, brands and sponsors surrounding an event, and how they contribute to the experience.
For venues, the priorities include helping people arrive prepared and making their visit easy. Promoters need ways to stay in touch between events and bring audiences back. Sponsors want to know whether an offer or activation led people to take part.
Customers experience these needs in simpler terms. Where do I go? Has anything changed? Is there something here I’d enjoy? How do I hear about the next one?
Wallet gives organisers a way to help in a familiar place on someone’s phone, without requiring a separate event or venue app. Apple’s recent development of richer event tickets, including directions and event guides, reflects the growing role of Wallet in the experience around an event.
What we’ll work on together
With Passform supporting the wallet infrastructure, we’ll work with iTICKET to unlock new ways for organisers and venues to create more meaningful, connected customer experiences.
Together, we’ll explore how the channel can add value across the entire journey, from timely, relevant information before arrival to curated partner offers during a visit, and thoughtful ways to recognise loyalty, encourage repeat attendance, and inspire discovery of future events.
There’s also scope to better understand how audiences respond. Participation in an offer, redemption of a reward or engagement with an experience can help organisers assess what people value and where to invest. Building those connections is part of our longer-term focus.
Any new experience needs to earn its place on the customer’s phone. An update should answer a question. An offer should be relevant. A reward should be worth returning for.
As Apple Wallet and Google Wallet evolve, we’ll continue to bring our specialist knowledge to the partnership, helping iTICKET put new capabilities to use where they benefit organisers and audiences.
For Passform, working with iTICKET is an important step: our platform is live within an established ticketing business, and we have an experienced team alongside us to help shape its use in events. We’re looking forward to seeing what we can build together.
Interested in using Wallet for your ticketing platform, venue or fan engagement strategy? Get in touch.
