Latest News

Back to Latest News back


AEG launches ticketing and entertainment platform

AEG launches ticketing and entertainment platform
September 7, 2011

Global entertainment group AEG is to launch axs (pronounced 'access'), a new entertainment platform that will leverage AEG's facilities and music, sports and entertainment properties from access to ticketing to digital engagement and multi-platform content distribution.

Phase one of axs, axs Ticketing, has been developed in partnership with Outbox Enterprises, in which AEG (Anschutz Entertainment Group) is both an equity partner and a client.

Outbox's ticketing model is based on a 'white label' solution that allows venues to brand their own ticketing operation and own more flexibility on how tickets are sold. As such, the white label technology enables AEG to sell tickets under both the axs brand and local venue brands, allowing local brands to connect directly with fans, while providing centralised CRM services and core ticketing technologies.

The ticketing service is available at, as well as on all mobile platforms with an integration to Facebook and Twitter. In terms of fees, axs is committed to showing the full price of the ticket upfront and not charging extra fees for printing at home for tickets purchased through the axs's 'Buy Direct' platform.

In addition, Outbox's open, white-label platform will enable axs to form distribution partnerships in local markets - giving greater convenience to ticket buyers and allowing its venue clients greater control over where, when and how, and at what cost, they sell their tickets.

AEG President and Chief Executive Tim Leiweke explains that "the creation of the axs platform will allow us to provide a more complete experience for both our consumers and our brand partners. It marks a strategic move forward for our company - one that allows us to pursue new ways to connect with consumers and the new business models that come with that.

"Ticketing is a natural first phase as it's the starting point for the live event experience for consumers."

The new platform is expected to establish AEG as a significant player in the ticketing market and rivaling Live Nation's Ticketmaster. It is the first initiative under Outbox Enterprises, a joint venture involving AEG, Cirque du Soleil's Outbox Technology ticketing business and former Ticketmaster Chief Executive Fred Rosen.

The ticketing platform is likely to be a formidable competitor to Ticketmaster, with as many as 12 million tickets to sell annually as AEG venues, tours, teams and events come online in the next two years.

By contrast, Ticketmaster services more than 10,000 clients, moving 400 million-plus tickets annually.

Since Live Nation and Ticketmaster completed their merger in January 2010, AEG has been licensing Ticketmaster's ticketing software under one of the conditions set by the US Department of Justice in its approval of the merger.

Under that provision, the DOJ required that AEG have the ability to license the software for up to five years to help it establish its own ticketing business and preserve competition in the market. However, AEG has chosen not to use that software and instead rely on the technology of Outbox.

At this time, Australasian Leisure Management is unaware of plans for AEG's Asia-Pacific partner AEG Ogden to introduce the new platform.

Related Articles

2nd September 2011 - AEG Ogden confirmed as Perth Arena operator

9th February 2011 - AEG Goes its own way on ticketing

24th June 2010 - AEG Ogden Excited by Perth Arena’s Potential

1st March 2010 - Live Nation executive spins Ticketmaster merger

19th May 2008 - Pilbeam Slams Madonna Ticket Reselling

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Anti Wave International

Anti Wave International is the original suppliers of top performance swim, aquatic sports, leisure and pool programming equipment. Founded in 1971, Anti Wave International is proud of its…

read more

Aquatics / Play / Sport



Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues



The Fitness Generation is now part of NovoFit - see

read more

Fitness / Technology / Wellness


TJS Services

TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide.  Our…

read more

Hospitality / Retail / Venues


Goplay Commercial Playground Equipment

Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…

read more




Clubware’s online gym software is not your run of the mill management system. It has been carefully designed to incorporate all the elements that a fitness club would need. How did we do that?…

read more

Access / Billing / Fitness / Recreation


Hydrocare Pool Services

Hydrocare Pool Services Pty Ltd offer 30 years of experience in aquatic industry features, products and water treatment. Hydrocare Pools has undertaken water treatment for aquatic centres and…

read more

Aquatics / Attractions / Play / Recreation / Technology


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business