CASE STUDY: E-COMMERCE / CONSUMER/ MARKETPLACE
Gametime
VSC and Gametime invented and launched a new ticketing category, LastCall.
The Story
How VSC and Gametime created ‘LastCall’
We built an entirely new product category to differentiate the brand from a crowded market of 15 established and growing event ticketing services. Specifically, our sights were set on becoming the dominant brand among millennial and gen-z audiences.
Strategy and Tactics
With so many industries eager to harness the buying power of the maturing millennial and gen-z populations, a variety of conclusions have been drawn about their purchase behavior. In our initial research, we found several distinctive characteristics to be instrumental to our strategy: a willingness to invest in experiences, price flexibility due to a surplus of options, and last-minute decision making thanks to mobile tools.
When we took a deeper look at transactions taking place on the platform, we found that a significant portion of sports and concert tickets were being purchased after the event had already started, as prices begin to drop drastically across all event types. It became clear that this kind of purchasing behavior was ubiquitous in the industry - and no one else was talking about it.
As it turned out, Gametime had an existing feature that enabled post-start ticket purchasing, which we identified as an opportunity to carve out a unique space among our users and the media. As such, VSC advised Gametime to scale this feature into a stand-alone service, which we branded ‘LastCall,’ essentially inventing a new ticket category.
The Results
In short, we created a product, not just news. A little-known feature that was effectively invisible but never prioritized, positioned or promoted. LastCall was so successful for Gametime that they are in the process of scaling the feature to all of its users nationwide.
Gametime was the only ticketing company to launch a product offering in Q1 of 2019, making LastCall perfectly timed and further establishing GameTime as the dominant leader in event ticketing among millennials + gen-z, particularly for last-minute decisions.
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Feature Stories
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Brand New Offering
The Wall Street Journal
By introducing LastCall, Gametime is making a big bet on a new wave of fans and their tendencies.
-Matt Hochberg
TechCrunch
If you're a team or a venue with empty seats, or if you're a ticket-holder who realizes at the last minute that you can't attend, then it's good to have one last shot at selling those tickets.
-Anthony Ha
Business Insider
LastCall can help impecunious fans see their favorite teams and artists, racking up the savings by just missing a few minutes of the concert or game.