Venti: Turning Informal Resale into a Scalable Revenue Channel
About
Website
https://venti.com.ar/Industry
What we did
A High-Demand Market Operating Outside the Platform
Before working with menta, venti did not operate an official fan-to-fan resale channel.
Ticket exchanges mainly happened through informal WhatsApp groups.
Across Argentina, more than 60 active groups facilitated daily ticket trading for major events, operating entirely outside ticketing platforms.
This created three structural challenges:
- Lost revenue: Secondary transactions generated no value for venti.
- Lack of control: No visibility, governance, or enforcement.
- Operational risk: Higher exposure to fraud, disputes, and support issues.
High-demand events , including shows by Hernán Cattáneo , made it clear that resale was inevitable, but unmanaged.
venti’s challenge was not whether resale would happen, but whether it would happen inside or outside its ecosystem.
What We Did
Building an Always-On, Governed Fan-to-Fan System
menta partnered with venti to transform informal exchanges into a native, controlled feature.
Deep Technical Integration
venti already operated secure tickets and QR unlock mechanisms.
menta integrated directly into this infrastructure, enabling:
- Ticket state management
- Render Ticket workflows
- Native fan-to-fan flows
- Real-time governance
This ensured resale was built on top of an already protected lifecycle.
Progressive Activation Strategy
The rollout started event by event, led by venti’s leadership team.
Based on early learnings, the strategy evolved into an Always-On model, activating fan-to-fan across the platform to create:
- User habit
- Operational consistency
- Sustainable volume
Organizational Enablement
menta supported venti with multiple training cycles for:
- Operations
- Rules management
- Marketing
- Support
This enabled distributed ownership and internal scalability.
Automation Through Rules
Together, both teams implemented rule-based governance, reaching:
- ~95% automated operation
- Minimal manual intervention
- Standardized activation processes
Fan-to-fan became a system, not a campaign.
The outcome
From Parallel Markets to Measurable Growth
By embedding resale into its core platform, venti converted an informal market into a structured, revenue-generating channel.
Commercial Results (2025)
Converted using 2025 ARS/USD official annual average.
- Tickets resold: 3,596
- Total transaction volume: ~$210K USD
- Total ticket value: ~$159K USD
- Gross commissions: ~$51K USD
- Events with resale: 212
- Peak event volume: ~$35K USD
Reference Event Performance
Adriatique pres. X FUTURE — October 2025
- Resales: 469
- Volume: ~$35K USD
- Commissions: ~$9K USD
Growth vs previous edition:
- +382% resales
- +323% volume
- +319% commissions
Early activation combined with Always-On adoption multiplied results.
Strategic Impact
Revenue Diversification
Fan-to-fan became a consistent monetization layer, helping offset margin pressure in primary ticketing.
Platform Control
Transactions moved from informal channels into a governed environment with full traceability.
Product Positioning
venti strengthened its positioning as a complete, enterprise-grade ticketing platform.
Risk Reduction
Rule-based governance enabled early detection and prevention of suspicious behavior.
Competitive Advantage
By moving early, venti launched a scalable resale system ahead of competitors.
