Ticketmaster is launching digital transfer for its North American tickets, whereby buyers can digitally transfer tickets to others at no cost, directly from their Ticketmaster accounts online. The platform, which digitizes every ticket, also addresses issues like ticket counterfeiting and scalper fraud.

“As the industry leader, Ticketmaster continues to introduce transformational products that revolutionize the fan and client experience,” said Michael Rapino, CEO of Live Nation Entertainment, in a prepared statement, calling Ticket Transfer “the most trustworthy, fastest, easiest, and environmentally-conscious way ever introduced.”

Ticketmaster’s digital ticket transfer technology works with all ticket types, with purchasers able to transfer tickets “almost instantly” using Ticketmaster’s unique ability to reissue bar codes. Through the transfer process, the original barcode is invalidated and the recipient receives a digital ticket with a reissued barcode, enabling the seamless transfer of paper ticket to digital, print at home tickets to digital, etc.

To transfer tickets, fans login to their “My Ticketmaster” account on www.ticketmaster.com, click the order number of the tickets they wish to transfer, and the “Transfer Tickets” button.  Finally, the fan enters the name and email address of each recipient and selects which tickets to transfer. To receive the tickets, the recipient will click “Accept Tickets” in the ticket transfer email Ticketmaster sends. The receiving fan will then sign into “My Ticketmaster” or create an account if they do not have one, enter the delivery method, and the tickets are transferred. The process will also broaden the scope of the data captured by Ticketmaster of concert-goers, aiding future marketing of concerts and events.

Transfer does not apply to paperless ticketing, which TM CEO Nathan Hubbard says would “defeat the purpose” of paperless in its attempt to combat scalping. “While they are only .01% of the tickets we sell, artists can still select to paperless tickets in the traditional method where the ticket is tied to the purchasing credit card. As we have seen, this is a proven method curbing scalping, reduces scalping by 75%.”

Digital transfer via mobile devices will be available directly within the Ticketmaster App this spring in time for the start of the summer concert season as part of a major reboot of TM’s mobile platform.