Ticketmaster remains the most dominant force in ticketing, but anyone shopping for a new provider in the past 18 months knows the market is far from a one-horse race. What was once a straightforward decision based largely on technology has become a far more complex calculation. Factors to weigh include marketing strategy, branding and fan engagement. And increasingly, venues view ticketing companies as long-term partners in addition to service providers.

A yearlong battle with the Department of Justice (DOJ) over antitrust concerns has loosened Ticketmaster’s hold on the reserved-seating business and opened the door for competitors like AXS, which is owned by AEG, and SeatGeek, which has grown its enterprise platform by signing major sports clients.

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