Recently, the highly anticipated reunion tour of the iconic UK band Oasis has captured the attention of music fans worldwide. With the buzz surrounding their return, the demand for tickets has been through the roof. Unfortunately, the ticketing experience has left many fans more than disheartened, thanks to an avoidable problematic implementation of dynamic pricing.
The crux of the issue lies in the use of dynamic pricing, a strategy where ticket prices fluctuate based on demand. While this approach is often beneficial in optimizing revenue, it can also lead to significant consumer frustration if not executed properly.
Lack of Communication: The promoter and ticketing company failed to adequately inform customers about the use of dynamic pricing. Fans were caught off guard when they encountered unexpectedly high prices—up to £350 for a ticket that started at £150. This lack of transparency eroded trust and led to widespread dissatisfaction.
Long Queue Times: The combination of massive demand and dynamic pricing created extraordinarily long waits in online ticket queues. Fans were frustrated by the extended periods spent waiting, only to be shocked by inflated prices once they reached the front of the line.
This shock quickly tuned into heightened stress caused by a checkout timer presenting people with just a handful of minutes to decide if they wanted to pay significantly higher prices for their tickets - and with it significantly higher fees charged by the ticketing company.
Failure to Manage Expectations: Without clear communication and proper management of expectations, the dynamic pricing model became a source of discontent rather than an effective tool for managing demand and increasing revenue.
These issues stemmed from a failure to follow essential procedures and protocols when implementing dynamic pricing:
Defining Objectives: Understanding the objective behind dynamic pricing is crucial. Is it to maximize revenue, manage demand, or both? In the case of the Oasis tour, it seems this objective was not clearly communicated or managed effectively.
Assessing Suitability: Dynamic pricing should be chosen only if it aligns with the goals of the event and the expectations of the audience. For high-demand events like the Oasis tour, it’s vital to work out if dynamic pricing is the right tool for the job.
Setting Base Prices and Parameters: Establishing a fair starting price and appropriate parameters for price fluctuations is essential. If the base price is set too high or the range of price changes is too extreme, it can lead to consumer shock and dissatisfaction.
Effective Communication: Transparency is key. Clear communication about how dynamic pricing works, including potential price changes and queue expectations, can prevent misunderstandings and build trust.
Terms and Conditions: Comprehensive and clear terms and conditions help set expectations and provide consumers with necessary information about pricing changes and ticket availability.
Ethical Considerations: Ensuring that pricing practices adhere to ethical standards and consumer protection rules is vital. This includes avoiding exploitative pricing strategies and ensuring that the process is fair for all customers.
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When done correctly, dynamic pricing can be a powerful tool. Imagine it like a skilled chef adjusting the seasoning of a dish based on the taste of the diners. If the chef understands their ingredients and the preferences of their guests, they can create a balanced, enjoyable meal. Similarly, dynamic pricing, when implemented with precision and care, can meet both business objectives and consumer expectations effectively.
The Oasis ticketing debacle highlights the importance of following proper procedures when using dynamic pricing. By defining clear objectives, communicating transparently, setting appropriate prices, and adhering to ethical standards, dynamic pricing can be a valuable asset rather than a source of frustration.
You would think and hope that the promoter and the ticketing company for the Oasis tour would have these procedures and protocols in place. Oasis themselves are distancing themselves from who was to blame and the promoter and the ticketing company are pointing fingers at each other. Perhaps it was all a mistake. Perhaps they all knew what was going on. I'll let you decide.
No Oasis lyrics were used in the creation of this article.
DynamO Pricing is now integrated with Tessitura, making it easier for organisations using the platform to introduce intelligent dynamic pricing without changing their existing ticketing infrastructure.
For theatres, festivals and other cultural organisations using Tessitura, the integration removes an important practical barrier to adopting dynamic pricing: enabling existing ticketing infrastructure and DynamO’s pricing technology to work together.
Introducing new pricing technology shouldn’t require ticketing teams to rebuild the systems and processes they already rely on.
Through the Tessitura integration, organisations can connect DynamO with their existing ticketing operation and use demand-based pricing without moving to a different ticketing platform.
Unlike surge pricing, which raises prices sharply in response to a short-term spike in demand, DynamO works within a price range the organisation sets in advance, making measured adjustments in either direction across the sales cycle. Teams benefit from automation while deciding in advance where prices can move, and which priorities or inventory should be protected.
As Bence Marosi, CEO and co-founder of DynamO Pricing, says:
“With the Tessitura integration now live, thousands more organisations can put demand-based pricing to work without changing anything about their ticketing.”
As well as putting audiences first, DynamO is designed to be financially accessible for organisations of all sizes and budgets – with no up front fees or minimum usage requirements. We work on a pay-after-use basis, with all development time and client support included in our share of commission on tickets sold using dynamic pricing.
Attila Gazdag, Chief Revenue Officer of DynamO Pricing, explains:
“We structured our commercial model so that our success is aligned with our clients’. Organisations can choose from multiple business models, led by our commission-only structure, with no upfront fees and no fixed costs. The platform is intuitive by design, and onboarding is typically completed in a matter of days.”
Technical integration is only one part of making dynamic pricing accessible. DynamO is designed to minimise the operational burden on ticketing teams, from implementation through to day-to-day pricing.
Together, straightforward onboarding, flexible commercial models and integration with existing ticketing technology are designed to make adopting dynamic pricing a practical proposition for organisations of different sizes.
For arts and culture organisations in particular, revenue optimisation needs to work alongside audience development strategies and other wider priorities.
DynamO therefore operates within minimum and maximum price parameters determined by each organisation, with features to support concessions and other affordability initiatives. The technology responds to demand, but the pricing framework is set by the team using it – avoiding any unexpected or unethical pricing practices.
The Tessitura integration represents another important step in making DynamO accessible to more theatres, festivals and cultural organisations internationally.
Together with our new partnership with TRG Arts, it strengthens the infrastructure around our growing work in the sector: combining arts and culture expertise with pricing technology that can be introduced into the ticketing environments organisations already use.
We’re excited to welcome more Tessitura organisations to DynamO and help them put responsive, demand-based pricing to work.
Send us 12 months of sales history and we’ll model your potential revenue uplift, free of charge, and show how DynamO could fit into your existing Tessitura setup. Get in touch through our contact form or email info@dynamopricing.com.
We’re excited to announce an official partnership between DynamO Pricing and TRG Arts, bringing together intelligent dynamic pricing technology and three decades of arts and culture expertise.
Through the partnership, DynamO becomes TRG Arts’ preferred dynamic pricing solution, making our technology available to TRG’s global client base.
The partnership gives arts and culture organisations access to pricing technology that responds automatically to real demand, while operating within the pricing parameters and objectives set by each organisation.
TRG Arts has spent more than 30 years helping arts and culture organisations use data and demand management to strengthen financial sustainability, grow audiences and make more informed commercial decisions.
DynamO adds the technology to put those strategies into action throughout the sales cycle.
Rather than relying solely on static prices or periodic manual changes, DynamO continually responds to changes in demand. Each organisation sets their pricing strategy and boundaries, and the platform operates within them.
As Jill Robinson, Chief Executive of TRG Arts, explains:
"We chose to partner DynamO Pricing for its proven, data-driven platform, built by a cross-disciplinary team of developers, data scientists, and economists specialising in pricing. Their approach aligns naturally with our own, combining evidence, analytical rigour and intelligent automation to help organisations optimise their pricing ethically and effectively. Having already delivered results across sports, live events and attractions, the platform gives arts and culture organisations the benefit of demand intelligence shaped by multiple industries, while ensuring they remain firmly in control of every pricing decision.”
TRG Arts clients have already begun adopting DynamO’s automated pricing, with revenue uplifts – additional ticketing revenue generated by dynamic pricing, versus that generated by static pricing – of 12 to 30%.
For us, these results reinforce the potential of bringing together sophisticated demand strategy and technology that can respond as buying behaviour develops.
The objective is not simply to increase prices. Arts and culture organisations often need to balance revenue with affordability, attendance, access initiatives and wider audience goals. Dynamic pricing gives organisations another tool for finding that balance, responding to periods of both stronger and softer demand within their chosen pricing framework.
Bence Marosi, CEO and co-founder of DynamO Pricing, says of the partnership:
“Arts and culture organisations should not have to choose between their audiences and their financial health. TRG Arts brings three decades of trusted counsel to this sector, and our platform brings the technology to act on that counsel in real time.”
The partnership builds on DynamO’s growing work with theatres, festivals, venues and other cultural organisations across Europe and the US.
It also marks an important next step in making intelligent, automated pricing more accessible to organisations across the sector.
We’re excited to work alongside TRG Arts and its clients around the world, combining sector expertise, data and technology to help cultural organisations make smarter pricing decisions.
Send us 12 months of sales history and we’ll model your potential revenue uplift, free of charge. Get in touch through our contact form or email info@dynamopricing.com.
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DynamO Pricing has been named Disruptor of the Year at the 2026 Ticketing Business Awards.
In the same evening, Leon Gray, Head of Ticketing and Audience Experience at Edinburgh International Festival, received the Movers and Shakers Award.
The awards recognise leadership and innovation across the global ticketing industry. Taken together, the two wins reflect a shared approach: using pricing not only to drive revenue, but to support access, inclusion and audience development.
DynamO was built around a specific challenge in ticketing: the assumption that revenue growth and affordability are inherently at odds.
That assumption is the reframing at the core of DynamO’s approach. Pricing strategies have historically forced organisations into compromise. Increasing yield has often meant excluding price-sensitive audiences, while prioritising access has required absorbing financial risk.
Under CEO Bence Marosi’s leadership, DynamO was designed from day one to dismantle that trade-off, using dynamic pricing to support affordability, inclusion and audience growth alongside stronger financial performance.
DynamO’s results in 2025 were achieved with no up-front platform costs to clients and through an onboarding process measured in days, not months.
By removing the heavy up-front fees and long implementation timelines that have traditionally defined the category, DynamO has opened up sophisticated dynamic pricing to organisations that previously couldn’t access it, supporting long-term financial sustainability.
With a pioneering ticketing approach and dynamic pricing powered by DynamO, Edinburgh International Festival 2025 achieved its highest ticket sales percentage in over a decade, with more than 88% of all tickets sold, while deepening its commitment to inclusivity and accessibility.
The programme featured its first (sold-out) dementia-friendly concert, and the festival offered its highest-ever number of discounted tickets to D/deaf, disabled and neurodivergent audience members. Half of all tickets were priced at £30 or less.
The 2025 Festival demonstrates the tangible impact a strategically implemented ticketing transformation can have, driving commercial performance while meaningfully broadening access.
This success was led by Leon Gray, Head of Ticketing and Audience Experience, whose approach positioned ticketing as a strategic tool for audience development rather than a purely transactional function. Inclusion and affordability were embedded into planning from the outset, shaping income and attendance targets and integrating concession pricing directly into revenue and capacity projections. Access was treated not as an add-on, but as a core consideration within the Festival’s financial and operational decision-making.
A central part of the transformation was the move to a new dynamic pricing platform with DynamO. As a non-profit, Edinburgh International Festival depends heavily on ticket income, but Leon was clear that price could not become a barrier for price-sensitive audiences, a balance DynamO is committed to with clients across live entertainment sectors globally.
“Ticketing is one of the most direct levers we have for opening the Festival up to new audiences, and we wanted a pricing approach that reflected that. Working with DynamO, we were able to respond to demand and protect our financial position without compromising on access. The result is the strongest sales performance in more than a decade, achieved alongside our most ambitious year yet for inclusive and affordable ticketing.” — Leon Gray, Head of Ticketing and Audience Experience, Edinburgh International Festival
DynamO enabled the Festival to respond intelligently to demand while protecting affordability, achieving its strongest ticket sales performance in over ten years.
The partnership between DynamO and Edinburgh International Festival reflects a shared view: pricing is part of a wider system that connects revenue, access and audience development, not a trade-off between them.
We’re grateful to The Ticketing Business Awards for recognising this work.
“Recognition like this matters because of what it points to. Pricing has too often been framed as a choice between revenue and audience. Our work with partners like Edinburgh International Festival shows that the choice is a false one, and we’re grateful to share this moment with a team that has demonstrated exactly that.” — Bence Marosi, CEO, DynamO Pricing
Whether you are a festival, theatre, concert hall, arts centre, museum or cultural venue, DynamO supports smarter ticket pricing for the culture sector through data-led, transparent and adaptable dynamic pricing.
If you’re interested in discovering how DynamO Pricing could help your organisation increase revenue and fill empty seats, get in touch using our contact form or email info@dynamopricing.com. We’d love to hear from you.
