Basic economics tells us that a perfect product price does exist. The perfect price is found when supply and demand meet in a place economists call the “equilibrium.” For an event, this would mean that you sell out of all your tickets and your price was high enough that you did not undercut any potential profits. Observing the law of supply and demand, in-person and virtual tickets have one fundamental difference. In-person tickets have a limited supply and virtual tickets have an unlimited supply. Each ticket type will have its own “price elasticity” which describes the product’s responsiveness to changes in price. A prime example of this would be to look at a change of in-person ticket prices versus a change of the price for virtual tickets. Because in-person tickets have a limited supply, you can assume that this will drive up prices. You can also assume that the limited supply will make consumers less sensitive to price changes for this product.

1. Ticket Pricing
Structure
The virtual ticket

2. BASIC ECONOMICS TELLS
US THAT A PERFECT
PRODUCT PRICE DOES EXIST
Basic economics tells us that a perfect product price does
exist. The perfect price is found when supply and demand
meet in a place economists call the “equilibrium.”

3. WHEN SUPPLY AND DEMAND MEET IN A PLACE
ECONOMISTS CALL THE “EQUILIBRIUM.”
For an event, this would mean that you sell out of all of your tickets and your price was high
enough that you did not undercut potential profits. Observing the law of supply and
demand, in-person and virtual ticketing

4. OBSERVING THE LAW OF SUPPLY AND DEMAND,
IN-PERSON AND VIRTUAL TICKETING HAVE ONE
FUNDAMENTAL DIFFERENCE
Ticket Type Price Quantity Revenue
In-Person $100 100 $10,000
In-Person $50 500 $25,000
In-Person $10 1,000 $10,000
Virtual $10 1,000 $10,000
Virtual $5 5,000 $25,000
Virtual $1 10,000 $10,000

5. IN-PERSON TICKETS HAVE A
LIMITED SUPPLY AND
VIRTUAL TICKETS HAVE AN
UNLIMITED SUPPLY
The virtual ticket
A prime example of this would be to look at a change in in-person ticket prices versus
a change in the price for virtual tickets. Because in-person tickets have a limited
supply, you can assume that this will drive up prices. You can also assume that the
limited supply will make consumers less sensitive to price changes for this product.

6. The virtual ticket
INCREASED PROFITS CAN BE
ACHIEVED WHEN TICKET PRICE AND
DEMAND RISE TOGETHER

7. THE GOAL FOR TICKET PRICING
IS TO REACH AN EQUILIBRIUM
BETWEEN PRICE AND DEMAND
The virtual ticket
=

8. EVEN THOUGH VIRTUAL TICKETS
HAVE AN UNLIMITED SUPPLY,
SUPPLIERS STILL MUST FIND THE
PERFECT PRICE TO REACH
EQUILIBRIUM
TO DO THIS CONSIDER THE HIGHEST
PRICE YOU CAN CHARGE TO THE
LARGEST SET OF POTENTIAL
CUSTOMERS.
The virtual ticket

9. The virtual ticket
TICKET TYPE COMPARISON CHARTS

10. SOLUTION
TIERED LEVELS
FOR TICKETS
The first ticket tier you should have
for virtual access to the event is
FREE! Although this might sound
counterintuitive, it makes sense
from a business point of view. By
allowing users to watch a limited
amount of content such as the first
few minutes or hours of your event
for free on social media, you will
be giving interested viewers a no-
risk opportunity to try out your
product before they commit to
paying for it
The virtual ticket
Most events use a tiered ticket-pricing
structure which can easily be integrated
into a virtual ticket pricing strategy.
Event managers often use pricing
mechanisms, such as early sign-up,
referrals, group purchase, etc, to
increase demand without reducing the
value of a ticket

11. CATEGORIES OF VIRTUAL ACCESS
The virtual ticket
• Real-Time Access happens as the event unfolds at the venue. Real-time tickets holders
join those attending the event in-person and are part of the action as it happens
• On-Demand Access happens after the event
• Premiere Access is a new style of releasing recorded videos for large audiences. YouTube,
Facebook, and Twitch all feature video premiers that allow you to upload a video to be
released at a certain time and date
• Selling event tickets is the main source of revenue for many events. Whether or not you
intend to charge a fee for your event, it’s important to set a value on the tickets with some
price
• You may also choose not to charge an entrance fee if you have other ways of making
money from the event, like sponsorships and advertising
• Use event-ticketing platforms such as event rite to expand your reach and have a big
bright "Register Now" button on your website

12. The virtual ticket
PAID AND DISCOUNTED
PRICING STRATEGY
CHARTS

13. 13
13
LIVE STREAM
PROMOTIONAL STRATEGY
The virtual ticket