PanStadia & Arena Management Magazine is the undisputed world leader for the business of stadia, arenas, sporting events and venues on a global scale.

Saracens score UK first with 3D seat view ticketing

Aviva Premiership and European Rugby Champions Cup winners Saracens have become the first sports club in the UK to integrate 3D seat mapping technology with general public ticketing. 

A partnership between Saracens, the ticketing engagement platform SecuTix, and PACIFA Decision, the 3D technologies company, has created an enhanced fan experience for those purchasing match tickets online.

The Saracens website now features a 3D virtual stadium, giving fans a high-quality panoramic view of Allianz Park and a precise picture of the view expected from each individual seat.

The render is highly detailed to the point that sponsor branding around the stadium is pictured in the exact places it is positioned in the stadium itself.

The PACIFA technology, already used by over 100 sports clubs and venues across Europe including Real Madrid and Stade de France, integrates with the SecuTix cloud-based ticketing platform.

Andy Duckworth, Chief Commercial and Marketing Officer at Saracens, explains:

We are the first sports club in the UK to show the exact view each spectator will get from their chosen seat. Thanks to the integration of the SecuTix and Pacifa technologies, fans can now select a seat and look around to their left, right, even behind to ensure they are happy. Once they’ve made their selection, tickets are easy to buy with just a few clicks. We want Saracens fans to have the very best experience, whether that’s physically or digitally, and this feature enhances that even further.

Julien Piwowar, President of PACIFA Decision, said:

Most sports clubs use a 2D flat map for ticket selection and have done for years.  But fans expect more today.  We use high quality imagery to create an accurate panoramic view whilst ensuring a quick load time, whether on desktop, tablet or mobile.

Integrating with the SecuTix ticketing platform has been a success as both our systems are designed to be compatible with other platforms.  The next stage of the partnership is to extend into hospitality, creating a fly-through of the hospitality spaces at Allianz Park.

Saracens sells more than 300,000 tickets annually.

@PanStadiaArena