Ticketmaster has launched Front Gate Tickets in the United Kingdom, as part of a wider focus on festivals.

Following long-standing partnerships with North America’s biggest festivals, including Lollapalooza, Electric Daisy Carnival, and Austin City Limits, Front Gate will work with Latitude this year.

Front Gate Tickets, headquartered in Austin, Texas, has been built with festivals in mind, says Ticketmaster. This solution includes quick check-out options, VIP experience upsells, group bookings, payment plans, data analytics, and more. Furthermore, Front Gate’s RFID solution also enables interactive touch points such as sweepstakes, content delivery, and instant giveaway to maximise data collection and fan experience. This gives festival promoters the ability to increase sponsorship revenue with a unique opportunity for branding and data insight.

Sarah Slater, director of business for music, Ticketmaster, said: “The UK is known for its rich and diverse music scene, and we are thrilled to be announcing the launch of Front Gate Tickets in such an important market for our business. It’s important to have the right ticketing platform for the right client – and with Front Gate tailored specifically to festivals, welcoming them to the Ticketmaster family was an easy decision. With the success it’s had in North America we are confident our customers will enjoy the Front Gate experience, and our clients will view this as an opportunity to reach a wider audience.”

Maura Gibson, president of Front Gate Tickets, added: “Front Gate is overjoyed to expand into the UK market. We couldn’t be happier to bring our services to some of the most established festivals in the world and to offer technology which allows the reduction of friction and enhancement of the fan experience.”

The UK launch of Front Gate Tickets follows the recent European expansion of Live Nation-owned ticketing DIY platform Universe, which provides event ticketing software, combined with advanced promotional and marketing tools.