Scalpers and the secondary market are a huge pain in the arse of Ticketmaster and touring companies. This is because during the presale or the actual general sale, demand for tickets grows, purchased by either bots or actual humans, only to be selling them at an outrageous amount on the secondary market.
Scalpers, as what it is generally called, sell the ticket prices in an exorbitant amounts, thereby disrupting the fairness of what could have been a cheaper show for fans.
That has been a huge problem in the past years and Ticketmaster has been devising ways to combat that.
On Oliva Rodrigo's upcoming "Guts" world tour, Ticketmaster revealed that they would be implementing an already existing rule into her upcoming presale.
What is Ticketmaster's 72-Hour Rule?
According to Variety, Ticketmaster will be implementing the 72-Hour Rule on Olivia Rodrigo's "Guts" World Tour.
To put it simply, fans who have purchased the tickets, whether they purchased it on the presale, 6 months before the actual concert date, or even a year before, wouldn't have any access to the ticket's details until 72 hours before the concert date.
Aside from this, the concert tickets will only be available electronically.
"Delivery delays are commonly used by artists to allow for a thorough review of the sale and to ensure all ticket purchasers have adhered to ticket limits and terms," Ticketmaster said in a statement to Good Morning America.
The publication noted that the feature was "an added layer of protection."
According to Variety, the "72-hour Rule" isn't actually new, as this has already been used on some Jack Harlow, Doja Cat, and Ed Sheeran concerts. They also noted that the move is still "unclear" if it would impact and even resolve the scalping problem, as it may also cause a huge stampede on the secondary market as soon as the 72-hour rule lapsed.
Olivia Rodrigo 'Guts' World Tour
The pre-registration process for the "Guts" world tour has been chaotic, and Ticketmaster, as usual, did not expect this high demand.
"There has been massive fan demand for Olivia Rodrigo's Guts world tour, and even after the tour added 20 additional dates to meet the demand, there are still more fans who registered than there are tickets available," they said in a statement.
It was reported that not everyone received pre-sale codes, even for those who have successfully registered.
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