A Ticket Frenzy: The Oasis Reunion Tour

Periklis Vasileiadis
4 min readSep 13, 2024

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Created by Dall-E

Last month, thousands of Oasis fans were glued to their screens, anxiously trying to grab tickets for the band’s much-anticipated reunion tour. What started as an exhilarating experience for Britpop lovers soon turned into a frustrating ordeal, as many were left watching ticket prices skyrocket and their hopes dashed without a ticket in hand.

Initially, Oasis’ 2025 tour tickets in cities like London, Manchester, Cardiff, Edinburgh, and Dublin were listed at around £135. However, fans quickly saw these prices surge to an eye-watering £355 — or even higher — by the time they reached checkout. This wasn’t a mistake; it resulted from dynamic pricing, a strategy that adjusts prices based on demand in real-time.

In the aftermath, Ticketmaster, the platform facilitating the sales, has come under heavy criticism. The UK’s Competition and Markets Authority (CMA) has launched an investigation to determine whether this pricing strategy violated consumer protection laws. Central to the inquiry are concerns over whether buyers were fully informed about potential price changes and whether any aggressive tactics pushed consumers into making rushed, poorly informed purchasing decisions.

This ticket-buying chaos has reignited discussions about the fairness and transparency of dynamic pricing in the live entertainment space.

What Is Dynamic Pricing?

Dynamic pricing is a widely used strategy, particularly in industries like airlines and hotels where supply is limited and demand fluctuates. During peak times — such as holidays or major events — prices rise, while off-peak periods typically see lower rates. This pricing approach helps businesses maximize revenue while managing consumer demand.

However, when applied to sectors with relatively steady demand, like the restaurant industry, dynamic pricing introduces new challenges. Wendy’s, for example, recently announced plans to introduce digital menu boards and dynamic pricing by 2025. In response to public outcry, the company explained that the new technology would allow them to offer discounts during slower periods. Despite these clarifications, many customers remain uneasy about how fluctuating prices might affect their day-to-day dining experiences.

The Power of Big Brands or Monopolies?

While the dynamic pricing of concert tickets is now under the spotlight, other industries offer examples of how pricing can be regulated. At airports, for instance, retailers often face restrictions on how much they can increase prices compared to their high-street counterparts.

Although companies might argue that attending an event or flying is a choice — just as fans aren’t required to attend an Oasis concert — regulators step in when they feel that companies are exploiting their market dominance to unfairly raise prices, potentially harming consumers in the process.

Since Ticketmaster’s merger with Live Nation in 2010, the combined entity has controlled nearly 80% of ticket sales for major venues, creating what some view as a near-monopoly. This dominance has not gone unnoticed by regulators, leading to investigations by both the European Commission and the UK’s CMA. The CMA has highlighted “persistent issues” in the ticketing market and has called for stronger protections to ensure fans are treated fairly.

Businesses considering dynamic pricing must be cautious not to alienate consumers. Unchecked price increases can not only tarnish a brand’s reputation but also attract legal challenges. Successful pricing strategies balance profitability with consumer perception and trust.

The Road Ahead for Dynamic Pricing

Dynamic pricing continues to be a hotly debated topic in business, but its adoption varies widely across different industries. For example, in the restaurant sector, companies have been hesitant to fully embrace dynamic pricing due to concerns about its impact on customer relationships. Most consumers are resistant to the idea of paying more for a service — whether it’s a hotel room, a flight, or a ride — during peak times.

The example of Wendy’s highlights a key lesson for businesses considering dynamic pricing: there must be a careful balance between financial objectives and what consumers expect. This situation underlines the delicate task of achieving revenue goals while ensuring customer satisfaction, showing that companies need to consider how their pricing choices are perceived.

As dynamic pricing evolves, businesses should take a measured approach, weighing potential short-term profits against possible long-term effects on brand reputation and customer loyalty. In a competitive landscape where consumer preferences shift rapidly, poor pricing strategies can be detrimental. One alternative might be offering discounts during slower periods rather than simply raising prices during peak demand times.

While dynamic pricing holds significant potential to drive revenue, its success hinges on a company’s ability to implement it without sacrificing customer trust. As markets change and consumer behaviors evolve, finding the right pricing strategy will continue to be a complex yet vital challenge for businesses.

The initial thought behind this blog was to empower everyday readers to understand and stay informed about the technology shaping our world. In Thought Series, I try — from my point of view — to provide a glimpse into the possibilities of what’s to come next. If you have any feedback, recommendations, or thoughts, please contact me by email or Linkedin.

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