Major League Baseball has been thrilled with the success of Passbook. After integrating with the iOS 6 service only a couple weeks ago, MLB is already seeing 12% of its e-ticket buyers opt for using digital passes on their iPhones.
According to MarketWatch:
Passbook – which allows tickets and loyalty cards from a variety of outlets to be delivered to one iPhone app – proved to be an instant hit with fans, Bob Bowman, CEO of MLB Advance Media, tells MarketWatch. In its test run with four teams for the final two weeks of the season, 1,500 e-ticket buyers (12%) chose Passbook delivery. “That adoption rate really floored us – there is no question our fans want digital tickets,” Bowman says. “Fans can use the tickets, forward them to a friend, resell them, or even donate them to charity – and they never get lost or left at home.”
With the rise of Square and mobile payments, people are starting to prefer a digital wallet over a physical one. Last season, more than two thirds of MLB’s single-game seats were ordered as digital ticket stubs online. After Passbook starts to gain traction, MLB foresees printed ticket sales dropping below 10%.
The future is almost here.