Many new technologies tend to evolve rapidly, and that has particularly been the case with non-fungible tokens. It’s a technology that has shown vast potential, and early adopters picked up on this, starting an early — and short-lived — NFT craze that has since passed its initial height. However, new developments in NFTs have led to a possible course correction with exciting implications for the blockchain and every industry it touches.
The issue with early NFTs, and what caused the trend to be met with such initial hesitance, is that the general public is hesitant to accept anything without a tangible benefit to them. However, the recent trend towards utility NFTs — in other words, NFTs that offer some value or benefit to the user beyond the string of blockchain code they are composed of — has opened up the door to numerous opportunities for their implementation in various industries.
Why NFTs are the future of ticketing
The ticketing industry is a perfect match for the NFT revolution. For one, the technology used in the ticketing industry has been around for decades. QR codes, which make up most ticketing operations, were introduced in the 1990s, and the barcode system two decades before. The industry has primarily operated on an “if it isn’t broke, don’t fix it” mindset, but it is time that leaders begin to embrace this shift towards newer, better technologies.
NFT ticketing will help combat many issues plaguing the ticketing industry right now. Fraud will be discouraged — if not entirely eliminated — thanks to the blockchain technology upon which NFT tickets are built. Blockchain code is virtually impossible to replicate, which means that fake tickets cannot be produced. When combined with the revolving QR code technology that has been implemented in NFT ticketing systems, this means that virtually no money will be lost by event organizers, and thus, no unhappy customers being scammed.
From the consumer’s perspective, there aren’t many differences between using an NFT ticket and a standard ticket. Like any other ticket, you simply scan its code and enter the event. But the greater security features will assure customers they aren’t being ripped off, and the pre, during, and post-event benefits that come along with an NFT ticket will be highly desirable.
After a ticket is scanned, the ticket becomes a collectible NFT in the ticket-holder’s Ethereum-based digital wallet. For one, it’s a unique souvenir that fans can keep to remember their experience of going to the event, but the NFT could provide value in and of itself. Trading and selling the collectible NFT after the event could continue its influence long after it is over.
Building a community with NFT ticketing
In addition to these utilities, NFT ticketing benefits from the feeling of community that is associated with going to events. For example, because concerts are generally attended by fans of the artists performing, attendees are relatively like-minded in their interests, creating a built-in audience for NFTs. Many NFT projects fail due to a lack of community support, but with NFT tickets, there is no need to build that community from scratch.
NFT ticketing also enables a safer, fairer secondary market, further establishing that sense of community and protection for the consumer against ticket scalping or fraud. Thanks to the built-in verification of blockchain, Consumers are able to buy tickets on the secondary market without worrying about whether or not they are legitimate. Furthermore, blockchain technology prevents massive purchasing transactions. thanks to its more easily verifiable record-keeping, meaning scalping in the secondary market is substantially reduced, if not outright eliminated.
These advantages offered by NFT tickets show the potential of the technology to make the consumer experience significantly better. Many NFT projects have failed because of their lack of utility — and thus, relevance — to the user and inability to form a community around them. NFT ticketing is not susceptible to either of these issues, making them the future of NFT technology.
Throughout his career as a marketer, Hunter Abramson has contributed to all aspects of experience, from cross-promotional marketing to operations to ticket sales. He always pushes the limits to create positive experiences for both the enterprise and the consumer. He is currently the co-founder and CEO of Relic Tickets, which aims to disrupt the ticketing industry with NFT tickets.This piece is exclusive to Broadband Breakfast.
Broadband Breakfast accepts commentary from informed observers of the broadband scene. Please send pieces to commentary@breakfast.media. The views expressed in Expert Opinion pieces do not necessarily reflect the views of Broadband Breakfast and Breakfast Media LLC.
Originally posted on September 6, 2022 @ 12:00 pm
