Realife Tech apps to power Germany venues



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AEG renews partnership with Realife Tech Image: hamburg.de

The Mercedes-Benz Arena in Berlin and Barclaycard Arena in Hamburg – both in Germany – will welcome fans back safely to their respective folds with Realife Tech-powered venue apps and commerce solutions as part of a five-year contract renewal.

‘Bloomberg’ stated that Realife Tech, the platform specializing in venue app personalization and commerce solutions for venues, recently announced the above deal and a five-year contract renewal with AEG Europe – owners and operators of landmark sports and music facilities and entertainment districts across the continent.

Realife Tech was founded in 2014 with headquarters in London (UK) and Los Angeles (US). It is a venue app personalization platform that unifies data from venue systems. It then analyzes the information to segment audiences and targets them with personalized content in order to drive transactions across ticketing and mobile ordering. The company works with the world’s biggest venues and events.

Harry Samuel, COO, Realife Tech, UK, is a Member of Coliseum – Global Sports Venue Alliance.

AEG Europe – headquartered in London – is a subsidiary of AEG, the world’s leading sports and live entertainment company. In Europe, AEG owns and operates landmark sports and music facilities and entertainment districts across the continent. AEG Europe delivers corporate brands the largest sports and live music marketing network in the world.

The 17,000-capacity Mercedes-Benz Arena is a multipurpose indoor arena in the Friedrichshain neighborhood of Berlin, Germany, which opened in 2008.

The 16,000-capacity Barclaycard Arena is a multipurpose arena in Hamburg , Germany. It is located at Altona Volkspark, adjacent to the football stadium Volksparkstadion and the Volksbank Arena in Hamburg’s Western Bahrenfeld district.

‘Bloomberg’ further stated that the companies, who have been working together since 2018, will see Realife Tech continue to power the white-labeled mobile apps for the 20,000-capacity The O2 Arena in London, Barclaycard Arena, Hamburg, and the Mercedes-Benz Arena in Berlin until 2026.

The renewal will also see an expansion of The O2 Arena and the Mercedes-Benz Arena apps coverage in particular. The O2 will add smaller venue, Indigo at The O2, to the app whilst the Mercedes-Benz Arena app will be renamed Mercedes-Platz, and will incorporate the 4,350-capacity venue, Verti Music Hall (live music venue in Berlin, Germany) and the district as a whole on to the app.

The renewal comes amid a clear shift in consumer behavior driven by the pandemic – mobile experiences in entertainment venues were previously seen as a premium offering, whilst they are now a basic customer expectation. This consumer demand is driving the need for Realife Tech’s leading venue app functionality, with AEG Europe leading this shift in the industry.

A highly notable example of this is the roadmap The O2 has set out to deliver 100 percent of its tickets digitally via The O2 venue app, following the introduction of mobile tickets with official ticketing partner AXS, using AXS Mobile ID technology to prevent fraud and illegal resale. This level of adoption will enable the venue opportunities to drive increased revenue through upgrades and ancillary products, as well as distributing communications for both safety and experience-enhancing offers.

Mobile ordering for food and beverage will be at the forefront of each venue’s reopening strategy and beyond, with app-only concessions and wider venue rollouts to become a permanent fixture in each venue’s strategy – reinforced by successful rollouts at similar Realife Tech deployments over the past six months.

Alex Svensson, Director of Digital, AEG Europe, enthused, “We are delighted to be extending our contract with Realife Tech. As our venues emerge from COVID-19, the need to move towards contactless customer experiences becomes ever clearer. With the rollout of the Mercedes-Platz app, the move towards a fully mobile ticketed The O2, and the continued focus on driving incremental revenue at Barclaycard Arena, everyone at AEG Europe is looking forward to getting back to what we do best, with our venue apps at the forefront of our strategy.”

Put in Adam Goodyer, CEO and Founder of Realife Tech, “Building on the successes over the past three years in helping the world’s most popular venues, we are thrilled to extend our contract with AEG Europe to help visitors safely return to live events. When visitors are able to enjoy concerts and shows in person again, the safety functionality we’ve built into the platform such as integration mobile ticketing and contactless F&B ordering will help create a more seamless and secure journey for all.”

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