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Improving Conversion: How AS Roma gets the tourists in

TheTicketingBusiness Forum 2019 will welcome Francis Casado, Co-Founder and Head of Business Development, 3D Digital Venue to share his insights on the project carried out with AS Roma to improve its online conversion rate and attract more sports tourists to the club’s games. Here’s a preview of Francis’ presentation:



AS Roma faced a series of problems that made the buying process difficult and undermined the fan’s experience. The ticketing-buying experience was focused on the local Roman fan, without taking into account potential sales to the millions of tourists who visit the Italian capital each year. The objective of the project was to get tourists interested in buying a ticket and to do so with as few clicks as possible, in order to drive the purchase conversion rate.

For the design of the new solution it was important to take into account that the mobile channel would account for a huge number of the transactions, so it was crucial to reach a responsive web design to offer the best of experiences to the users. AS Roma contracted 3D Digital Venue and VivaTicket as part of the project delivery.

The integration of 3D Digital Venue’s solution has enabled fans to check interactive 3D 360 degree views from all seats of the stadium before purchasing their tickets. Being able to choose a seat and see the view from it at the click of a button plays a key role in boosting fan experience and loyalty, as well as improving the understanding of the venue layout (a useful benefit, especially for first time visitors).

AS Roma also partnered with VivaTicket in order to jointly re-design the new e-commerce, offering a simple and intuitive experience for the users, with the objective of making the whole buying process in only a few clicks. After the new check-out was made, AS Roma saw dramatic improvement in its conversion rate. The integration of the VR solution also made the web traffic rise, and in consequence, the number of sales that were made through the renovated virtual channel. This has made it possible to accelerate ticket sales in the online environment.

3D Digital Venue was created in 2012 in Barcelona and is a global technology solutions company focusing on building 3D Digital Venue Management Solutions for the Sports and Entertainment industry.

“The increasingly fast evolution of technology and consumer demand is causing all sectors to adapt at a similar pace. The football sector, one of the most capital-intensive and socially impactful, is no exception. The many factors surrounding it forces us to make this adaptation even faster, and this technology ultimately has the ability to offer fans an unforgettable experience.” said Francis Casado, Co-Founder and Head of Business Development, 3D Digital Venue.

TheTicketingBusiness Forum will host a variety of sports ticketing insights from Lancs Cricket, ICC Cricket World Cup 2019, England Netball, Rugby Football League and Swansea City FC. Want to come along? Let us know and we’ll get you registered.

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