This allows the EV Zug to optimize its ticket prices with the help of machine learning and to automatically adjust prices in real time via a bidirectional interface between SecuTix and Smart Pricer.

Like many other sports clubs, EV Zug is confronted with varying attendance across home games, although the capacity utilization of its stadium already averaged 97% last season. The number of fans mainly depends on the opponent’s popularity, the day of the week and the time during a season.

To overcome this challenge, the ice hockey club did test phase with Smart Pricer last season, offering cheaper tickets for early bookers and less requested games during three championship games. The results were crucial for the EV Zug to join forces with Smart Pricer and to introduce dynamic prices for all National League games in the coming season.

Patrick Lengwiler, CEO of EV Zug, said:

“The successful trial phase of Dynamic Pricing in the 2018/19 season convinced us. What’s truly important to us is that we maintain full control over the ticket prices – despite the automation – by setting the price range ourselves.

Even with the introduction of the new pricing system, it is strictly ensured that the season ticket continues to be the cheapest ticket . This means that the unit price for a single game ticket will never be lower than the season ticket, even during price fluctuations.

Norbert Stockmann, Managing Director – DACH at SecuTix explains:

“We are pleased to have found a club as innovative as EV Zug for the pricing partnership with Smart Pricer. We are confident that many more sports clubs will follow this example.

In the 2019/20 season, ticket prices for lower-demand  EV Zug home games will drop by 30% compared to last year. This will allow to increase demand, better utilize the stadium capacity and enhance the experience of the fans. The club has decided to focus its dynamic prices on the standing-room tickets as well as on the seating tickets of the price categories 1-6.

Franz Blechschmidt, Managing Director at Smart Pricer, says:

“After Switzerland has already established itself as a pioneer in dynamic pricing for mountain lifts, it is exciting to see that with EV Zug the first Swiss sports club has taken a step towards the same direction. We are particularly pleased to welcome the first ice hockey team as our partner and look forward to a successful cooperation with SecuTix and EV Zug.