Realife Tech, the platform specializing in venue app personalization and commerce solutions for venues, today announced a five-year contract renewal with AEG Europe, owners and operators of landmark sports and music facilities and entertainment districts across the continent.
The companies, who have been working together since 2018, will see Realife Tech continue to power the white-labeled mobile apps for The O2 in London, Barclaycard Arena in Hamburg, Germany, and Mercedes-Benz Arena in Berlin, Germany, until 2026.
The renewal will also see an expansion of The O2 and Mercedes-Benz Arena apps coverage. The O2 will add smaller venue, indigo at The O2, to the app while the Mercedes-Benz Arena app will be renamed Mercedes-Platz, and incorporate the 4,350-capacity venue, Verti Music Hall and the district.
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, but 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.
One example of this is the roadmap The O2 has set out to deliver 100% 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,” the announcement says.
Inside the AEG-Realife Tech Agreement
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 rollouts at similar Realife Tech deployments over the past six months.
“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,” said AEG Europe director of digital Alex Svensson.
“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.”
“Building on the successes over the past 3 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,” said Adam Goodyer, CEO and founder of Realife Tech.
“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,” he said.
Realife Tech’s technology is available through each venues’ mobile app.