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London Theatre Direct Launches as First SeatGeek Open Distribution Partner in UK

Integration will connect ticket retailer’s customers and clients to exciting new inventory.

LONDON, UK (26 September, 2019) — SeatGeek today announced a partnership with London Theatre Direct, giving SeatGeek’s clients the ability to sell tickets directly on the platform, reaching more event goers than ever before.

London Theatre Direct is the first UK partner to integrate with SeatGeek Open, which allows clients to list their tickets across the web where potential attendees are already spending time. SeatGeek has a number of clients in the theatre space across the country, including a significant portion of West End theatres. All of these clients, whose box offices are powered by SeatGeek’s SRO technology, will have the ability to list tickets on London Theatre Direct via SeatGeek Open.

One of the leading UK theatre ticket sellers, London Theatre Direct will give SeatGeek’s clients access to its massive user base. The distributor is one of the leading ticket technology providers in the UK, and one of the first to bring ticket sales online.

“We’re delighted to be working with SeatGeek, who share the same passion for innovation and ticketing technology as London Theatre Direct. This integration will significantly increase the inventory available on our platform and we look forward to driving incremental sales for their clients,” said Mark Prethero, Business Development Director at London Theatre Direct.

While London Theatre Direct has always listed box office tickets before, this integration will be directly into the box office’s inventory feed allowing for additional ancillary sales right up until showtime.

“We’re really excited to be working with London Theatre Direct, one of the most popular and well respected ticketing platforms in the UK,” said Lee Moulton, SeatGeek’s Director of Partnerships. “The ability for our clients to directly sell on the platform will result in significantly more tickets sold, and ultimately significantly more revenue for the theatres.” 


Established in 1999, London Theatre Direct is one of the UK’s leading ticket retailers and distributors. As one of the first companies to sell theatre tickets online in the UK, through to displaying interactive seating plans, connecting to multiple API systems and becoming the first ticket seller in the world to accept bitcoin, London Theatre Direct continues to innovate using new technologies. London Theatre Direct is a fully bonded official ticket retailer for all of London’s major theatres and is a full member of S.T.A.R. (Society of Ticket Agents and Retailers).


SeatGeek is the leading mobile-focused ticket platform that enables fans to buy and sell tickets for sports, concert, and theater events. With industry-leading mobile ticketing apps, a fan-friendly user experience and its proprietary Deal Score™ technology that helps fans identify the best ticket values for a given event, SeatGeek is transforming the way that fans buy and sell tickets to their favorite events. SeatGeek Enterprise – the company’s primary ticketing platform – is used by 35 percent of the Premier League clubs, as well as the Dallas Cowboys, New Orleans Saints and Pelicans, and a number of West End theatres. Headquartered in New York, SeatGeek also has international offices in the U.K., Israel, Netherlands, and Italy.