Venuetize has moved to enhance its mobile technology and e-commerce platform by partnering up with location-based marketing services provider Gimbal.

The venture between the two companies aims to bring real-time location capabilities to the sports, entertainment, and hospitality industries, augmenting the fan and guest experience via rich location-based services inside and outside venues.

By opting into location services via a native mobile app, fans and guests will receive more personalised 1:1 communications and other incentives based upon on and off-premise activities. This in turn is designed to create greater revenue drivers through sponsorship and ticket sales, as well as better operational efficiencies for teams and venues.

“The pandemic has raised the stakes on consumer expectations and the synergies that exist between Gimbal’s location capabilities and the Venuetize platform will play a pivotal role as fans make their way back to stadiums and venues,” said Don Norton, president of Gimbal. “We’re excited for the partnership and the future of what’s possible.”

On a macro (geofencing) and micro (beacons) level, the partnership is set to deliver benefits to teams and fans in three key arenas. Advanced location capabilities will be enabled for in-app mobile ordering for delivery to seat location or express pick up at concessions or merchandise location.

Personalised marketing opportunities will be presented through greetings upon arrival, collection and segmentation of audiences, and promotion of personalised rewards and partner messaging as fans walk by in-stadium ads on walls or other signage.

Venuetize and Gimbal also believe the partnership provides upsell opportunities, driving behaviours through incentives to arrive earlier, stay longer, and return by identifying best opportunities to engage guests.

“Venuetize consistently looks for ways to constantly improve its platform,” said Jon Romm, CEO and founder of Venuetize. “Working hand in hand with our integrated technologies like this with Gimbal to provide better location detection of the patrons for our clients is paramount in providing a safer and better experience for the fans and patrons in the venue.”

The Florida Panthers NHL ice hockey team this month agreed partnerships with Venuetize and software company Bypass to provide cashless experiences for fans at BB&T Center. Venuetize will serve as the Panthers’ mobile partner, while Bypass, which is now part of Fiserv, became the team’s point-of-sale system partner for BB&T Center.