Case Study: How the Tennessee Titans Are Transforming Sales and Venue Management
February 5, 2025A Winning Partnership in Ticketing: How 3D Digital Venue and Secutix Are Driving Tickets Sales.
One of our most successful alliances is with Secutix, a SaaS ticketing solutions provider. Secutix’s advanced platform powers ticket sales for major sporting events, culture, arts and attractions in Europe and around the world. Our combined technologies enable an innovative and seamless journey throughout the ticket buying process.
3D Digital Venue is at the forefront of developing digital twins for sports and entertainment venues globally. Our innovative assets, from digital twins of venues to 360° panoramic "3D" views from every seat within the venue, offer unique tools for fans, ticketing companies and venue operators.
A major component of our growth comes from partnerships with leading ticketing providers, who bring our solutions to various markets and sports. Through these collaborations, we’re reaching fans in baseball, cricket, and beyond, enriching their user experience and enhancing the capabilities of our partners.
In this case study, we’ll explore how our long-standing partnership with Secutix is making an impact, illustrated by recent accomplishments with the England Cricket Team’s The Hundred tournament.
The Kia Oval 3D Map
Adding Value to the Ticketing Industry
In a competitive ticketing landscape, providing a seamless purchasing experience and unique visual tools is key to attracting and retaining fans. 3D Digital Venue’s digital twins and seat views provide fans with clarity and confidence, helping them understand exactly where they’ll be sitting, and their view of the playing field before making a purchase.
By offering individual seat views, panoramic venue perspectives, and personalized mapping options, we add a critical layer to the ticketing process. Fans who purchase tickets through any ticketing platform with our integrations not only get a comprehensive view of their venue but can visualize the atmosphere and proximity to the action. This immersive experience has become a differentiator in the industry, turning first-time ticket buyers into repeat customers and driving both ticket sales and engagement for our partners.
The Power of Long-Term Collaboration
Long-term partnerships don’t just bring consistency—they bring results. Over the past years, 3D Digital Venue and Secutix have built a trusted relationship, which in 2024 has expanded to include 16 active projects. These projects feature our 3D or 2D mapping technology and often incorporate our high-quality panoramic and seat-specific views.
This collaboration has facilitated the sale of over 8 million tickets in just the past year. By integrating advanced 3D seatmaps within a reliable ticketing platform, we’ve elevated the customer experience, streamlining the ticket-buying process and delivering exceptional value to fans worldwide.
Each project within our partnership is tailored to the unique needs of the customer and their audience. By aligning our innovations with Secutix’s dynamic ticketing solutions, we are delivering on a shared mission to improve the ticket-buying process. And with more projects in the pipeline, this partnership is well-positioned to continue generating tangible results and raising the bar for fan experiences.
“Our collaboration with the team at 3D Digital is both personal and technical.” Said David Hornby, Managing Director at Secutix UK.
“These partnerships only work when you have people on both sides that truly understand the value that they can deliver together. This is then supported by creativity and technical know-how. We have all of these with Francis Casado (3D Digital Venue Co-founder) and the team. This enables our clients and their fans to enjoy a much improved fan experience and explore new products and experiences available online, therefore increasing revenues.”
Highlight Project:
England Cricket Team and The Hundred Tournament
In 2024, our expertise in digital venue modeling was put to the test with a high-profile project for The Hundred, an innovative cricket tournament created by the England Cricket Board (ECB). Featuring eight participating venues across the UK, The Hundred brings a fast-paced format to fans nationwide, with each venue requiring a customized digital representation.
Secutix, as the ticketing partner, approached us to virtualize all eight venues selected for The Hundred: Edgbaston, Lord's, Emirates Old Trafford, Headingley, The Kia Oval, Utilita Bowl, Trent Bridge, and Sophia Gardens. This project meant creating realistic digital twins for a combined seating capacity of approximately 174,500 seats. For each venue, we meticulously crafted unique views of each pitch from every seat so fans could explore their seats online with clarity and assurance before purchasing tickets.
Beyond the physical layout, our work also captured the venue’s brand identity, incorporating more than 30 sponsor logos and color schemes specific to each cricket ground. This extensive branding added a valuable dimension to the digital asset, creating a cohesive visual experience aligned with the event’s atmosphere.
The feedback was exceptional. Fans experienced a new level of clarity about their seating, which deepened their engagement and strengthened their connection to the tournament—turning them into lifelong supporters.
Alex Perkins, Commercial Director at the ECB, added that:
“The integration with 3D Digital Venue to create 3D seat maps for each of our venues has significantly enhanced the customer experience for The Hundred, making the ticket purchasing process more intuitive and engaging. By providing detailed, interactive visuals, we've seen improvements in customer confidence and satisfaction, driving sales, an increase in commercial branding, and fan engagement.”
Conclusion:
Partnerships that Drive Growth and Innovation
The partnership between 3D Digital Venue and Secutix exemplifies the value of collaboration in the ticketing and sports industries. By merging our digital venue technologies with Secutix’s sales platform, we’ve built a solution that elevates fan engagement. With millions in ticket sales and fan experience enhanced at every stage of the ticket-buying journey, our partnership is making a lasting impact.
Looking ahead, 3D Digital Venue remains committed to evolving with the needs of both our partners and the market. As we continue to positively influence the ticketing industry, we’re excited to bring even more innovations to venues and fans around the world.