ROI from App Integration in Sport

February 3, 2016
App Development,Resources


A sports stadium could start saving from £100,000.00 per year just by adding a small mobile app ticketing system.


What does your average stadium hold? Say 30,000. Cost per ticket/ printing – £0.50 each. Average turnout – 20,000. Matches held at home – 1 per month, (0.5 x 20,000) = £10,000. Even if the full ticket spend was half of this, the figure is still looking at £60,000.00 annually on ticket and printing.

Look into the future, 8 Weeks From Now

Imagine your stadium had an app which was on 80,000 of its supporters’ phones. A typical supporter, ‘James’, gets notifications not by email but right to the front of his screen asking if he would like to book next week’s game. While on his break at work, he was able to select seats for himself and his two kids, Sarah and Jordan. He didn’t have to wait for the tickets to arrive, or have the hassle of printing anything off, he received them on his phone 5 seconds after he had paid for them on the app.

Cancellations and Selling

At the last minute James can’t go, he’s been asked to work the weekend. Rather than cancelling them, meaning his two kids and the club lose out, he was able to transfer the tickets from the app into his sister’s name. And if this wasn’t possible, James would have been able to sell the seats straight from the app.

A quick explanation

Ionic is a software ‘framework’, a type of mobile technology called ‘hybrid’ and it can be a more efficient method offering way better value than the traditional way of developing an app. Think half man, half robot!

There are 2 types of mobile apps:

  • Native
  • Hybrid (web)

A native app means the application, the software, let’s say Mircosoft Word for example, is stored on your mobile. No need for internet connection! Whether you’re in the middle of a city or in the country with no signal whatsoever you can still use it. Native apps offer the highest performance of the 2 and are the most expensive. The engineers with the skill-set to code are pricier, they take longer to build and you need to create a completely new app for every other device i.e. iPhone, Android, Blackberry. Let’s say each app costs £70,000.00, so if you’re covering the two main types of devices (iOS/ Android), you’re looking at £140,000.00.

The hybrid is part app, part website. It’s a translator, if you like. The hybrid walks, talks and acts exactly like a native app, but it’s actually pulling some of the content from the web. Imagine Linkedin with all the features; home, me, messaging etc but the news feed has nothing there, you can’t see any updates from your connections. For something like Mircosoft word, this type of system just wouldn’t work, however for a system which needs to be connected to the internet to work anyway, it’s perfect.
Ionic is our ‘framework’ of choice, and for adding mobile to the ticketing system of a sports venue it’s ideal. As long as the user has loaded their app while they had connection previously, it will be stored on their mobile with the e-tickets for scanning at the ticket desk.

The Setup

You may already have compatible scanners installed. The ones being used to scan paper tickets are likely to be just as good for scanning mobile barcodes. Working with a face-to-face designer in order to create a user-friendly application in-line with your brand will not be a big job if the ticket system is the only thing you’re implementing. Keep in mind there’s no rush. It is easier once the main platform has been developed to add on extra features as time goes on. Developers creating the hybrid application will likely need access to current databases if any, and will create new ones, as well as a unique barcode generator for each user/ day. This mobile app can be integrated into the current system, meaning staff have no alteration to standard practice other than scanning an e-ticket on a mobile rather than a paper ticket.

Final Words

Adding a mobile solution like a ticketing app for a sporting venue has proven results in giving a good return on investment. A hybrid application can be developed rapidly, meaning your new product will be quickly available to your supporters and can be built, ready to have new features installed as the club develops or desires.

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