ASM Global introduces facial verification technology for live events

April 21, 2022

Karen Sweaney

ASM Global has launched an ‘industry-first’ facial verification network for live events as part of its multi-year investment to ‘redefine’ the return of the industry by creating seamless and secure experiences.

The innovation, developed in partnership with technology provider PopID, which verifies payments and authenticates tickets via a fan's face, was launched earlier this month at the Pechanga Arena in the US city of San Diego.

PopID’s unique connected infrastructure, which includes payments, terminals and point-of-sale integrations, is designed to streamline consumer transactions, irrespective of the payment method or network they cross.

The technology will soon begin verifying payments and authenticating tickets via a fan’s face at across ASM Global’s network of more than 300 arenas, stadiums, theatres, and convention centres around the world, with upcoming deployments to include the Save Mart Center in Fresno, California, USA; Coca-Cola Arena in Dubai; and Toyota Arena in Ontario, Canada.

As part of the rollout, ASM Global will also provide premium ticket holders with benefits and amenities to deliver an enhanced VIP guest experience.

Commenting on the new technology, ASM Global Chief Executive and President, Ron Bension advised “the deployment of this technology in our venues represents the beginning of a revolutionary change in the entertainment world.

“The PopID platform will allow us to eliminate the dependence on cards and phones at our events and ensure that every guest interaction is secure, speedy, and seamless.”

John Miller, Chief Executive of PopID and Chairman of Cali Group, added “we are excited to partner with ASM and take the initial steps to truly revolutionize the event experience of the future with highly secure, phoneless entry and digital payments.

“When customers opt to enrol in our platform, they’ll be able to enter the venue by requesting facial verification at the gate - instead of having to rely on a QR code on their phone.

“The seamless experience will continue at concession stands, where a guest can choose to ‘check in’ with facial verification at the point of sale, enabling them to instantly see personalised food and beverage recommendations and order and pay without the need for IDs, credit cards, or phones.”

Images: ASM Global's new facial verification technology. Credit: PopID.

About the author

Karen Sweaney

Co-founder and Editor, Australasian Leisure Management

Artist, geoscientist and specialist writer on the leisure industry, Karen Sweaney is Editor and co-founder of Australasian Leisure Management.

Based in Sydney, Australia, her specific areas of interest include the arts, entertainment, the environment, fitness, tourism and wellness.

She has degrees in Fine Arts from the University of Sydney and Geological Oceanography from UNSW.

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