Ticketfly has thrown its hat into a bigger ring by launching a reserved seating ticketing service for venues and promoters across North America.

"It's a modern take on reserved seating," co-founder and CEO Andrew Dreskin tells Billboard.biz. Ticketfly has created a toolkit that Dreskin says offers a "fast and simple" event creation process with efficiency and time saving. Like other Ticketfly clients, users of the reserved seating service will get the social media and marketing feature set.

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Reserved seating has been tested before Wednesday's rollout with over ten clients including Drusky Entertainment, the Blue Note and SBL Entertainment.

Ticketfly has steadily gone after bigger clients over the years, first targeting general admission events, then festivals and now small and large reserved seating events. Dreskin says the company has its sights set on professional sports, which present unique problems to solve and require a different kind of ticketing service. "These are all stops on the continuum," he says, "and this is just another stop on the way."

The move makes a lot of sense from a financial point of view. Ticketfly, which has raised $15 million in venture capital to date, effectively grew its addressable market by launching reserved seating, a part of the market the company estimates accounts for over 70% of all advanced ticket sales. It won't have a shot at venues and events run by Live Nation - those will use Ticketmaster - but Ticketfly can better compete against the likes of Etix, Tickets.com, Veritix, TicketBiscuit and other services that offer reserved seating ticketing.

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Many other services can service general admission events. That covers many music events and everything from book signings to beer festivals. But the bigger music events - outside of festivals - tend to have reserved seating.

"Reserved seating is complicated," explains Dreskin. "We joke around that every Saturday morning we in essence invite a denial of service attack on our system - which is the on-sale. It's just complicated to do. It's not like selling T-shirts where's there's no demand or a steady flow. It's complicated to begin with, then you throw in reserved seating and high demand. There aren't that many [companies] in the world that do it and do it gracefully."

Ticketfly Launches Reserved Seating from Ticketfly on Vimeo.