DICE (ticketing company)

DICE is a ticketing software company based in London, United Kingdom.[1] Its web and mobile technology products enable users (often referred to by the company as fans)[2] to search, browse and buy tickets to all kinds of live events, including concerts, festivals, comedy shows and other types of performances or talks. DICE gained popularity as a ticketing app for its strong stance against scalping,[3] implementing guardrails within its products to limit fraud[4] and price gouging.[5] DICE also develops technology products for live show organisers and promoters for them to manage event marketing and better understand their audiences.

DICE FM Ltd
TypePrivate
IndustryMobile ticketing
Founded2013 (2013) in London, United Kingdom
FoundersPhil Hutcheon
Headquarters
London
,
United Kingdom
Key people
Services
Number of employees
  • Steady 122 (2017)
  • Increase 360 (2021)
  • Increase 480 (2022)
Websitedice.fm

During the global COVID-19 pandemic, DICE temporarily pivoted as a live streaming service where fans could buy tickets to access private shows from artists like Kylie Minogue, Bicep, Lewis Capaldi or Nick Cave.[6][7] DICE moved on to acquire live music broadcaster Boiler Room in 2021.[8]

In September 2021, DICE completed its Series-C funding, raising $122 million with SoftBank Vision Fund, Nest co-founder and iPod inventor Tony Fadell as well as French billionaire entrepreneur Xavier Niel. Early investors include DeepMind and Ustwo.

an image of the fan, a small black sticky figure with two googley eyes,
"The Fan", DICE's secondary logo and mascot

Founder

Phil Hutcheon founded DICE in 2014. Prior to founding DICE, Hutcheon spent over 10 years working in the music industry running Modular Recordings and latterly his own record label, management and events company Deadly People.[9][10] The company is based in De Beauvoir, in Dalston, London with other offices in Europe and North America. In September 2017, DICE launched into the United States with events in San Francisco and Los Angeles, California.[11]

Services

Discovery feed

Fans using the DICE app can search, browse and buy tickets in seconds for upcoming live shows. Spotify and Apple Music integrations allow fans to sync up their artist preferences for the app to suggest event recommendations on its homepage. DICE has built its own proprietary recommendation engine to power events being displayed on the each user's homepage, making DICE unique to every fan.

Secured mobile tickets

Tickets are purchased within the app and exist on the user's smartphone as a QR code which also includes the date, time and location of the event. Depending on events, tickets can be either transferred to other users or resold through the waiting list feature. Unlike regular ticketing platforms, tickets bought on DICE need to be activated in-app prior to be scanned, this leads to QR codes only being displayed for a limited amount of time, right before the event start time and the ticket being scanned.

Waiting list and reselling system

Customers can add themselves to a waiting list for sold-out shows. If users are no longer able to attend a show they can return their tickets to DICE; these tickets are then passed on those who have added themselves to the waiting list on a first-come, first-served basis. As the ticket purchased exists only within the app, it is necessary to have it installed in order to be allowed entry to the relevant event.[12]

All tickets sold on DICE are sourced directly from labels, promoters and venues; the company does not participate in secondary ticketing.[13]

As of 2023, the DICE app is available in Western Europe (United Kingdom, France, Spain, Portugal, Italy, Germany) as well as North America (United States). Some shows are occasionally available in other territories like India or Australia.[14] The app is available in six languages.

DICE Live Awards

Since 2016, DICE organises the DICE Live Awards, a ceremony awarding best live music act showcased on the platform.[15]

“The DICE Live Award is just about the artists. No dinner, no long speeches, no other awards… just an opportunity to recognise the brilliance of an artist who has truly broken through with amazing live performances. There’s nothing like it.Being a great artist isn't only about creating music in a studio, but also having the charisma and talent to deliver performances that people will remember for years to come.” - Phil Hutcheon (CEO) and Andrew Foggin (Global Head of Music), DICE

DICE Live Awards Wins and Nominations
Year Winner Nominated
2022 Self Esteem[16] Shygirl, Fred Again, Gabriels and Obongjayar.
2021 Dave[17]
2019 Little Simz
2018 Loyle Carner
2017 Slowthai
2016 Wolf Alice[18]

Industry awards
Awards granted to DICE
Year Organisation Award
2016 Music Week Best Ticketing Company
2015 Apple Inc. (App Store) App of the Year
2014 The Guardian Best App of the Year[19]

References
  1. "DICE Wants To Be The First Gig Ticketing Giant That Music Fans Adore". TechCrunch. 18 September 2014. Retrieved 2021-09-28.
  2. "Our story and mission | About DICE". dice.fm. Retrieved 2023-01-05.
  3. Deahl, Dani (2019-10-16). "Primavera Sound festival switches to mobile-only tickets to combat bots and scalping". The Verge. Retrieved 2023-01-05.
  4. "SoftBank Backs Anti-Scalping Live Music Ticketing Platform, DICE With Funding". headlinermagazine.net. Retrieved 2023-01-05.
  5. "After raising $122m, DICE buys livestreaming platform Boiler Room". Music Business Worldwide. 2021-10-04. Retrieved 2023-01-05.
  6. Hutcheon, Phil (2021-09-06). "20 things we've learned about music live streaming". DICE News. Retrieved 2023-01-05.
  7. "DICE offers Aussie acts new direct-to-fan merchandise service". The Music Network. 2021-03-09. Retrieved 2023-01-05.
  8. "Boiler Room acquired by ticketing platform DICE". DJMag.com. 2021-10-05. Retrieved 2023-01-05.
  9. "The Entrepreneurs Episode 200". Monocle. 12 August 2015. Retrieved 22 September 2015.
  10. "Deadly". Resident Advisor. Retrieved 22 September 2015.
  11. "We're launching in the USA". DICE blog. Retrieved 15 November 2017.
  12. Dredge, Stuart (20 October 2014). "Dice gambles on shaking up gig tickets: 'We're getting rid of the friction'". Guardian. Retrieved 22 September 2015.
  13. Arjun, Kharpal (11 August 2015). "Google-backed ticket app looks to rival Ticketmaster". CNBC. Retrieved 22 September 2015.
  14. "Ticketing and livestream platform DICE launches in India". Music Business Worldwide. 2020-10-28. Retrieved 2021-09-14.
  15. "Self Esteem wins DICE Live Award 2022". Crack Magazine. 2022-11-24. Retrieved 2023-01-05.
  16. "Self Esteem wins DICE Live Award 2022". Crack Magazine. 2022-11-24. Retrieved 2023-01-05.
  17. "Dice hands its Live Award to Dave | Complete Music Update". Retrieved 2023-01-05.
  18. Rédaction (2014-11-29). "WOLF ALICE gagne le DICE Live Award". Sensation Rock - Webzine français (in French). Retrieved 2023-01-05.
  19. "Dice gambles on shaking up gig tickets: 'We're getting rid of the friction'". the Guardian. 2014-10-20. Retrieved 2023-01-05.
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