Ticketmaster is delighted to announce that Scottish Rugby is the first governing body to launch Ticketmaster’s 3D Virtual Venue technology at BT Murrayfield. Virtual Venue is a fully integrated purchase experience, offering fans a unique, life-like view of seats within the stadium when purchasing tickets on any device. This season, rugby fans will be able to digitally preview 360-degree views, with real-time availability of tickets and the chance to compare with other sections in the stadium, before deciding on the seats they wish to purchase. 

Kerry Halliday, Head of Group Ticketing & Customer Engagement at Scottish Rugby explained: “Virtual Venue is a great example of the steps we are taking in our digital transformation journey.   “After a lot of time and dedication, we are delighted to be able to launch. Inviting fan’s ‘inside’ to choose their preferred seat and experience views from areas of the stadium they may otherwise never experience will significantly enhance engagement and establish a deeper connection with our fans from the minute they have purchased their ticket.” 

Chris Gratton, COO of Ticketmaster Sport commented: “We’re very excited to be launching our 3D Virtual Venue technology at the largest stadium in Scotland. Virtual Venue not only brings the home of Scottish Rugby to life, but it will also give fans greater autonomy over their purchase decisions at BT Murrayfield for seasons to come.”

See Virtual Venue in action here.