‘When fans understand dynamic pricing, they trust it - and benefit from it’

 Dynamic pricing in ticketing gets a lot of attention in the media, and not always for the right reasons. It’s often misunderstood as a tool to drive up prices. But when used in the right circumstances it helps organisers and fans get more from every event. 

We sat down with Filippo Scanzano, DACH lead at Smart Pricer - SECUTIX’s dynamic pricing partner - to bust some myths and explore what this model can really do. 

What is dynamic pricing and why is it gaining traction? 

It’s the practice of adjusting ticket prices in real time, or at regular intervals, based on demand. If demand spikes, prices can increase. If demand drops, they can decrease. It’s already widely adopted in hospitality and travel industries, for example, for flight prices varying across dates. 

Dynamic pricing isn’t just a revenue lever. It’s a strategic tool to accelerate advance sales, shape attendance curves, and maximise yield per seat across every event. With SECUTIX, organisations move from static ticketing to smart, data-driven pricing - unlocking the full commercial potential of each event day. 

What outcomes can organisers expect? 

While results vary based on implementation, SECUTIX clients typically achieve: 

• +5–15% uplift in ticketing revenue through price optimisation 
• +3–8% redistribution of attendance to off-peak days or time slots 
• Earlier bookings, driving better cash flow and operational foresight 

With our transformational approach dynamic pricing isn’t just reactive, it’s proactive, using data to shape demand and optimise every event day. 

What are the main benefits for organisers? 

Flexibility. You can respond to changing conditions in real time. If fans know upfront that pricing is dynamic, they’re usually more accepting of it, especially when early birds pay less. 

Are there benefits for fans? 

Yes, there are benefits, especially if it’s communicated clearly. Early buyers or those booking online often enjoy lower prices. It rewards those who plan ahead and creates transparency around how pricing works. 

What are the common misconceptions? 

Lots! But here are the big ones: 

• It’s often confused with secondary market scalping. In fact, dynamic pricing helps keep value within the organiser’s ecosystem. 
• People think it’s about prices changing during checkout. That’s not dynamic pricing, that’s bad UX. 
• Some assume prices always go up. In reality, they often start low to reward early buyers. 
• Because there’s no single academic definition, it gets misunderstood. We sometimes say “demand-based pricing” to make it clearer. 

What are the most common mistakes with dynamic pricing? 

We see two key pitfalls: lack of clarity and trying to do too much, too fast. 

 
Dynamic pricing only works when it’s grounded in a clear pricing strategy and an understanding of your audience’s price sensitivity – and open communication. Without defined goals or transparent messaging, you risk confusing your team and your customers. And while the tech is ready (SECUTIX’s bi-directional API makes integration seamless), mindset matters. Don’t rush in. Start small, test, learn, prove value - then scale.  

Final thoughts? 

Organisers are in full control. You decide how much you want to automate, and every recommendation can be approved, rejected or customised through our SEATS portal. 

When done right, dynamic pricing is a win-win – for organisers and for fans. 

Want to explore what dynamic pricing could do for you? 

SECUTIX offers a range of options for dynamic pricing and will work with organisers to find out the balance. Book a call with us today to learn more.