Once upon a time, “ticket insurance” was a small optional add-on. Today, it’s a multi-million-dollar ancillary revenue stream that fans expect at checkout.
Ethical resale is next, and its economic power is even greater.
Resale has quietly become one of the most predictable, sustainable, high-margin revenue streams available to primary ticketing platforms.
Because fans demand flexibility, fairness and trust.
Platforms that support that behaviour are rewarded with loyalty, higher purchase confidence, and a healthier, recurring revenue cycle.
Where every ticket generates value twice
Every verified resale transaction delivers two monetisable touchpoints:
- Seller side: your platform earns fees while helping fans recover costs when plans change.
- Buyer side: you capture fees again when helping fans buy verified tickets on your secondary market.
Selling a primary ticket is only the start of the user journey. Allowing that ticket to be sold and bought again creates a recurring, compounding revenue stream.
“Resale is a liquidity engine. Every ticket has a lifecycle, and every lifecycle has economic value,” says Iñaki Sánchez López, CEO of menta tech.
Resale and reputation go hand in hand
Bringing resale in-house strengthens your system and delivers value to your stakeholders. It’s no longer just about eliminating touting or limiting bad actors.
Platforms that take ownership of resale gain:
Brand continuity
Every touchpoint stays under your name: no diverted traffic, no split experiences, no fan journey handed off to someone else’s marketplace.
Data ownership
You finally see real consumer behaviour: how often fans list, how quickly tickets sell, how pricing shifts by segment.
This is insight that external marketplaces never send back.
Experience control
You define the rules, visibility, pricing parameters, fees and communication.
“The economics change the moment resale happens inside your platform. It’s not about ‘capturing leakage’, it’s about creating value that never leaves your ecosystem,” adds Martin Haigh, SVP Sales at menta tech.
Integrated resale isn’t just about “fighting” unofficial marketplaces; it’s about finally giving fans the simplicity and transparency they actually want.
Why fans expect it
Today’s audiences buy earlier and plan less rigidly. They want protection without calling it “protection”.
Resale gives them:
- The confidence to buy months in advance.
- The certainty they can buy an extra ticket knowing that, if it’s not used, it can be resold.
- Freedom to change plans without losing their entire investment.
- Trust that the ticket they’re buying is real, verified and secure.
Flexibility drives conversion.
Conversion drives revenue.
And when fans feel safe inside your platform, they stay inside your platform.
The economics are undeniable
Across markets, integrated resale consistently delivers:
- 6–10% of annual primary GMV flowing through resale
A predictable, recurring ancillary revenue stream. - Double-digit markups where price caps aren’t required
Capturing true market demand responsibly. - Dramatically higher sell-through on high-demand events
Dynamic liquidity tools make even fragmented inventory discoverable. - 100% client retention when resale is executed correctly
Because resale becomes a strategic pillar, not a feature.
These are not pilots or early tests. These are real numbers from live deployments across multiple regions.
The menta tech model: resale the right way
menta tech built the first end-to-end resale infrastructure dedicated exclusively to primary platforms: enterprise-grade, white-label, API-first.
Three engines power the system:
1. Rules Engine
- Pricing floors and ceilings
- Automated listing eligibility
- Smart visibility controls
- Promoter- and venue-specific logic
- Country / venue / genre routing
2. Operations Engine
- Payout flows and settlement handling
- Support for tax and compliance workflows
- Fraud detection and consistency controls
- Notifications, audits, and exception management
- Full lifecycle tracking
3. Profit Engine
- Dynamic liquidity tools
- Cross-event discovery
- Demand indicators and signals
- Smart matching algorithms
All under the client’s brand.
All fully integrated into their current stack.
All designed to scale globally.
“What would take a platform years to build and test, we’ve already built. We’re not adding a resale feature, we’re replacing a fragmented process with a durable system,” says Sánchez López.
Resale is the next evolution of ticketing economics
Insurance used to be optional. Now it’s everywhere. Resale is following the same trajectory and faster.
Platforms that adopt it early don’t just capture value, they compound it.
“When resale works, it reshapes the business. You earn more, your fans feel safer, and your brand becomes the single place where the entire lifecycle happens,” concludes Haigh.