Ticketmaster Launches Google Wallet Passes With 1st Customizable Event Tickets

3 articles · Updated · 9to5Google · Jun 25

Ticketmaster is rolling out enhanced Google Wallet tickets that add branded visuals and built-in links, making it the first partner to use Google’s new customizable pass format.
Google Wallet passes can now carry event-specific artwork for tours, teams and festivals, plus links for parking, entry rules, merchandise or VIP upgrades, in-seat food orders and venue apps.
Ticketmaster said the upgrade turns tickets from simple proof of entry into a communication channel across the event lifecycle, giving clients more control over branding and fan information.
The new passes are expected to appear gradually rather than at every event, and the launch suggests other ticketing or pass providers could adopt the format later.