How biometric entry systems enhance fan experiences in stadiums

In this ISJ exclusive, we hear from Daniel Križan, CEO of TruCrowd, a company that leverages its expertise in biometric systems to enhance fan experiences at live sporting events.

Biometric entry systems, powered by facial recognition technology, are transforming the fan experience at stadium events by ensuring faster access, safer venues and a seamless process.

Already implemented in several stadiums, these systems address long-standing issues such as overcrowded entrances, ticket fraud and security risks, providing significant benefits for both fans and event organisers.

Enhancing ticket technology

For decades, large event organisers have tried to enhance ticketing through technologies like QR codes, NFC and geolocation, without realising that the ticket itself is the root problem.

Tickets remain a transferable token, vulnerable to fraud and resale outside official channels.

Biometrics, particularly facial recognition, present an opportunity to eliminate the ticket entirely.

By linking identity to entry, this technology ensures that only verified individuals purchase tickets and enter venues, effectively excluding bots and fraudsters from the entertainment ecosystem.

Facial recognition technology

In recent years, facial recognition technology has made significant advancements, driven by improvements in accuracy and processing speed.

These innovations have extended its applications from large-scale government projects to accessible consumer-grade solutions.

According to NIST’s FRVT reports, deep learning techniques and optimisation for speed and scalability have driven industry-wide progress.

Technological breakthroughs in biometric solutions

Biometric tech vendors have achieved breakthroughs in reducing errors in challenging scenarios, such as varying lighting conditions or diverse demographics.

For example, the accuracy of Innovatrics’ facial recognition algorithm in the FRVT 1:N test shows a tenfold reduction in false negative and false positive identification rates in just five years.

Another crucial advancement is edge computing, which enables facial recognition to operate efficiently on devices like cameras and OEM systems without relying on high-capacity servers.

This reduces costs and enhances deployment flexibility, even in poorly connected environments.

How does Face Ticket work

• Face Ticket is a secure ticketing system that links a ticket to the buyer’s verified identity using facial recognition
• Users submit a selfie and a photo of their ID, similar to online banking verifications
• This data is encrypted to ensure privacy
• At the event, attendees gain swift entry by smiling at a camera at the gate, where their face is scanned and verified against the ticket owner’s information
• This system confirms both ticket validity and identity simultaneously, eliminating the need for manual ID checks

Combatting ticket reselling and touting

One of the most transformative impacts of biometric entry systems is it’s ability to curb ticket reselling and touting.

By linking tickets to individual identities, the systems ensure that only real, authorised ticket holders can purchase tickets and gain entry.

This eliminates the loopholes bots and unauthorised resellers have exploited for years, protecting fans from inflated secondary-market prices and unfair competition.

In the most recent events, Scotland fans faced prices of over €14,000 for tickets to the opening game of Euro 2024 against Germany if they bought from unauthorised resellers.

These tickets were originally priced between €50-€600 based on the category, meaning the tickets are being resold at more than 23 times its face value in the best-case scenario.

How the biometric ticket effects purchases, transfers and resales

• The system enforces that all ticket transactions (purchases, transfers and resales) occur only through official channels
• By restricting sales to verified platforms, biometric systems promote fair pricing, eliminating the artificial inflation caused by scalpers
• Fans genuinely interested in attending events can buy tickets at the original value, ensuring a fairer and more accessible ticketing ecosystem
• This approach also builds trust between event organisers and attendees
• Fans no longer feel exploited by high secondary-market prices, fostering goodwill and improving loyalty to venues and event brands

Recognising risks and enhancing safety

Large events, attracting thousands of attendees, have always presented security risks.

High-profile football matches and concerts not only appeal to passionate fans but also draw the attention of hooligans and in some cases, terrorist organisations.

Recognising these risks, many countries have implemented regulations (such as football acts) that require event organisers to verify attendee identities.

The process begins at the point of ticket purchase, where identity verification prevents dangerous individuals from obtaining tickets in the first place.

This proactive measure eliminates the need to match audiences against blocklists at the gate, creating a safer environment by barring potentially disruptive individuals before they even step near the venue.

“Our greatest asset”

Leila Pereriera, Club President, Palmerias Football Club commented: “We invested in the implementation of facial recognition to protect our greatest asset, which is the Palmeiras fan.

“We want our house to be increasingly safe for all families who attend it and we are pleased to contribute to public security authorities,” concluded Pereriera.

Emergencies and efficiencies

In cases of emergencies or security threats, biometric systems enable swift coordination with authorities.

Event organisers can share accurate attendee information as needed, aiding in the identification of individuals responsible for disruptions.

The efficiency of biometric systems reduces bottlenecks at entrances, a common safety hazard.

Streamlined entry processes ensure smooth crowd flow, minimising risks associated with overcrowding.

This dual benefit of pre-emptive safety measures and efficient gate management significantly enhances the overall event experience for fans.

Personalised experiences

Once fans register their facial data, they gain nearly instantaneous entry at gates using facial recognition.

The venues with the deployed system, report access speeds three times faster than QR code scanning with turnstiles processing an impressive 21 entries per minute each.

Beyond access control, biometric technology enables personalised services that enhance the fan experience.

Personalisation extends further with tailored recommendations and offers based on fan preferences.

For instance, if an organiser knows that a fan typically arrives one hour before the start of the game, they could provide a time-limited discount on a drink while ensuring the bar is prepared to accommodate early arrivals.

Extended use

Inside the stadium, fans can use their biometric profiles for secure, cashless transactions within closed-loop payment systems, allowing them to purchase food, drinks or merchandise without the need for additional authentication steps.