A new primary market for live events

Pricing the Scalper Out of Existence

A descending dynamic-pricing platform for the primary ticket market by eliminating the pricing gap that fuels scalping.

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2–6×
Higher Revenue
0%
Counterfeit Risk
100%
Transparent Pricing
Descending Price Ladder
Buffalo Bills Stadium Chart
SECTION 114 · ROW G
$520
Current price · falling
14 fans watching
Authenticity
Verified

Built for the venues, teams, and stages that fans fill

Arena venue
Acrisure Stadium Chart
Traditional Release
Bots buy in seconds
Scalpers hold inventory
Resale marks up the price
Fans pay more
The Problem

TrueTicket is built on a simple insight: scalping is not a policing problem. It is a pricing problem.

For decades, high-demand tickets have been released below what real buyers are willing to pay. That gap between face price and true demand is the scalper's entire business. Bots, brokers, resale platforms, counterfeit risk, and fan anxiety all grow out of that same opening.

Bots
Automated sweeps outpace fans instantly.
Counterfeit
Fraudulent tickets erode trust at the gate.
Price Inflation
Resale prices climb far past face value.
Hidden Fees
Fans discover the real cost at checkout.
The TrueTicket Solution

Close the gap at the source

TrueTicket replaces the underprice-and-leak model with a descending pricing ladder. Sales open at the estimated true retail price. Prices hold for a defined period. Prices drop by 10% when time elapses or demand slows. Fans buy when the price reaches their willingness to pay. The event sells through without feeding the secondary market.

Price Discovery Live Ladder
Not an auction — the inverse of one

Auctions make fans race against demand. TrueTicket lets fans wait for their price instead.

Price opens high, then descends

Starting at estimated retail value, price steps down at a transparent, published cadence.

Every fan buys at their number

The moment the ladder reaches a fan's willingness to pay, the ticket is theirs.

How We Prevent Scalpers

By capturing the resale margin in the primary market, scalping is neutralized by economics, not enforcement.

How AI Works Here

Our AI accurately predicts the optimal estimated retail price to open sales, ensuring seamless price discovery.

Centerpiece

The Descending Price Timeline

Watch a single seat move from estimated retail to sale — calmly, transparently, in real time.

Section 108 · Floor
$800
32 fans watching
Price falling
$800$720$650$580$520Sold
$800
$720
$650
$580
$520

Demo simulation — cycles automatically to illustrate the ladder in motion.

Limit Offer

Set your price. Let TrueTicket do the watching.

A fan chooses acceptable seats, names the price they are willing to pay, and lets the system act automatically. If the descending ladder reaches that price, the ticket is purchased. If the system predicts the seat will sell out above the fan's offer, the fan receives guided options.

No refreshing
No panic
No bots
No counterfeit risk
Limit Offer Dashboard
Seat map preview
SeatSec 108 · Row C · Seat 14
Maximum price$580
Current price$650
StatusMonitoring
Why TrueTicket

Built for everyone in the live-event chain

Fans

Authentic tickets, lower average prices, more control, and a calmer buying process.

Artists, Teams & Venues

Capture revenue that previously leaked to scalpers.

Platforms & Partners

A clean, transparent business model built on primary transactions rather than hidden fees or resale arbitrage.

Regulators

Scalping neutralized by economics rather than law — the result decades of enforcement could not deliver.

Strategy

TrueTicket creates uncontested market space

Old Model
Scalpers
Resale
Hidden Fees
Counterfeit
TrueTicket
Primary Market
Transparent Pricing
Higher Revenue
Lower Average Cost
Authentic Tickets

TrueTicket does not fight the secondary market. It makes the secondary market's abuse irrelevant. By capturing the resale margin in the primary market and sharing that value between rights-holders and fans, TrueTicket creates uncontested market space: transparent price discovery, higher legitimate revenue, lower fan anxiety, and a structurally cleaner ticketing model.

The Thesis

Whoever closes the gap between face price and real demand in the open, and shares the proceeds transparently between rights-holders and fans, both wins the market and ends the abuse. TrueTicket is that mechanism.

0×
Higher Revenue Potential
0%
Authentic Tickets
0%
Counterfeit Risk
Millions
In Potential Fan Savings
How It Works

Five steps, from on-sale to sold-out

01
Estimate Retail Price

Market data sets a fair opening price for every seat.

02
Open Sales

The ladder opens to fans at estimated retail value.

03
Descending Ladder

Price steps down transparently on a published schedule.

04
Fans Buy

Each fan purchases the moment price meets their number.

05
Event Sells Out

Full house, fair prices, no resale markup.

Platform

Everything the primary market needed

Transparent Pricing

Every price step is published in advance.

Primary Market Only

No secondary resale needed to reach fair price.

Limit Offer

Set a max price; the system watches for you.

No Scalpers

The pricing gap they rely on no longer exists.

No Counterfeit

Every ticket is issued and verified by the platform.

Predictive Pricing

Models trained on real demand set fair openings.

Calm Buying Experience

No countdown panic, no refresh spam.

Blue Ocean Strategy

A new category, not a better version of the old one.

Voices

What early partners are saying

★★★★★

"The descending ladder is the first pricing model I've seen that actually removes the incentive to scalp, instead of just chasing it."

Early-Stage Investor
Growth Equity
★★★★★

"Our fans finally feel like they have a fair shot at a real seat, at a real price, without racing bots."

Venue Operations Lead
Regional Arena
★★★★★

"We're capturing revenue that used to flow entirely to resale markets, and our fans are happier for it."

Touring Artist Management
Independent Label
★★★★★

"I bought floor seats without refreshing a page for two hours. It felt calm. That alone is a category shift."

Season Ticket Holder
Fan
White Paper

End scalping by economics, not enforcement

Read the full research behind the descending price ladder — market modeling, projected revenue impact, and the case for a Blue Ocean strategy in live-event ticketing.

Request Access
Stadium Chart
Partnership

Build the primary market with us

Artists
Teams
Promoters
Venues
Investors
Become a Partner
FAQ

Common questions

Is the descending ladder an auction?

No — it's the inverse. Auctions push price up as fans compete. TrueTicket starts high and steps down, so fans wait for their price instead of racing everyone else's.

How does this stop scalping?

Scalping depends on a gap between face price and real demand. By opening at estimated retail value and letting price discover the real number, that gap — and the profit it funds — disappears.

What is the Limit Offer feature?

Fans set a seat and a maximum price once. TrueTicket monitors the ladder and purchases automatically the moment the price reaches that number — no refreshing required.

Do artists and venues make more revenue?

Yes. Revenue that historically flowed to resale platforms is captured in the primary sale, which is where projected 2–6× revenue gains come from.

How do you prevent counterfeit tickets?

Every ticket is issued and verified directly by the platform, with no external resale channel where counterfeit tickets typically originate.

Our Team

TrueTicket Team

Haroon Ahmad Awan
Haroon Ahmad Awan
Co-Founder
Greg Powell
Greg Powell
Founder, CEO
David C. Walls
David C. Walls
Founder, CTO
Ron Garfinkle
Ron Garfinkle
Outreach Team, Public Liaison
CD Greenleaf
CD Greenleaf
Outreach, Administration
Contact

Let's talk about the primary market's future

Whether you're an artist, a venue, a platform, or an investor — we'd like to hear from you.

partnerships@trueticket.io
Remote-first · Global