EV Zug, one of Switzerland’s top ice hockey teams, has become the first European professional sports club to introduce fully automated dynamic pricing for the 2019-20 season.

The Swiss National League ice hockey club’s ticketing partner SecuTix integrated Smart Pricer’s price optimisation software in October 2018.

The partnership allows the club to optimise its ticket prices with the help of machine learning and to automatically adjust prices in real time via a bidirectional interface between SecuTix and Smart Pricer.

EV Zug conducted a test phase with Smart Pricer last season, offering cheaper tickets for early bookers and less requested games during three championship games.

“The successful trial phase of dynamic pricing in the 2018-19 season convinced us,” said Patrick Lengwiler, chief executive of EV Zug. “What’s truly important to us is that we maintain full control over the ticket prices – despite the automation – by setting the price range ourselves.”

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Image: Smart Pricer