Event Ticket Sales. A Living Lab revolution for British MotoGP

Event Ticket Sales: delivered £380,000 more revenue

How Living Lab Delivered £383,000 in Extra REVENUE for A MotoGP Promoter

Living.Lab turned insight into impact, creating a revenue surge without guesswork or gimmicks. A calculated strategy that delivered tangible results.

- 30% more revenue per ticket—lifting AOV to £83 per guest
- £19 extra per guest in ticket and hospitality sales
- £383,139 in total extra revenue—with no increase in ad spend
- Acquisition costs held below £2 per guest.

What could this mean for your event? Let’s find out.

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Mark Alexander Founder and CEO Living Lab

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MAJOR EVENT ticket sales. A Marketing Blueprint

The Living Lab’s rights holders team was engaged by the UK promoter of MotoGP at Silverstone to enhance event ticket sales. We took on 50% of the tickets to provide a clear comparison to the legacy sales systems. living Lab developed a comprehensive ticket sales strategy focused on pricing optimization, digital marketing innovation, and creating a smooth customer journey. Our data-driven approach and collaborative attitude transformed a challenging market situation into a record-setting revenue opportunity.

- Sell 50% of the tickets for British MotoGP
- Provide a contrast to the legacy ticket marketing system which had the remaining 50%
- Maximise yield and focus on early sales to aid event cash flow
- Manage all British MotoGP social media and be the voice of MotoGP in the UK.
- Respect and deploy MotoGP intellectual property within rights holder guidelines
- Identify opportunities which informed the brand and marketing strategy
- Identify opportunities which informed future commercial strategy for the event promoter

The EVENT ticket sales Challenge

The ticket sales model faced significant bottlenecks, including:

- Flat Pricing Strategy: Over 90% of tickets were priced within a narrow £20 range, limiting revenue growth and customer choice.
- Unbalanced Demand: High-end tickets sold out quickly, while mid-tier categories underperformed.
- Complex Stakeholder Ecosystem: Coordinating between multiple parties, including Dorna, Circuit, and local tourism boards, was a logistical challenge.
- Fragmented Marketing Efforts: No social media assets. Limited focus on upselling and bundling ticket categories.

Living Lab's response

Optimising Pricing Strategy
- Conducted deep analysis of historical ticket sales to uncover purchasing behaviours and gaps.
- Ran agile multivariate tests on price, product and position. (Ask us about the Great British Bake Off.)
- Scoped and analysed the digital landscape surrounding the UK MotoGP audience.
- Built content strategies based on fan analytics.
- Introduced diversified pricing tiers to maximise revenue from premium categories.
- Adjusted pricing models to align with demand elasticity, capturing untapped customer value.
Data-Driven Marketing Campaigns
- Implemented a Customer Relationship Management (CRM) system.
- Created a custom website featuring advanced analytics for audience tracking and segmentation.
- Utilised predictive analytics to design precision-targeted digital campaigns across various channels.
- Focused on upselling complementary packages, such as hospitality, camping, and local hotel options.
- Employed segmentation strategies to personalise messaging for specific customer groups, resulting in increased conversion rates

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3. Integrated Fan Engagement & Digital Growth

Our social media strategy for the MotoGP British Grand Prix focused on expanding audience reach and deepening fan engagement, with a single focus on driving event ticket sales and yield.

- Always-On Content Strategy – Implemented a 24/7 social media presence, ensuring consistent fan engagement across all major platforms (Instagram, Twitter, Facebook, and YouTube).
- Live Race Weekend Coverage – Delivered real-time updates, highlights, and interactive storytelling to bring fans closer to the action.
- Targeted Social Ad Campaigns – Deployed timed and targeted advertising to drive ticket sales, focusing on key audience segments.
- Influencer & UGC Integration – Partnered with MotoGP influencers and fan communities to amplify reach, encourage user-generated content, and create authentic engagement.
- Gamification & Contests – Launched interactive challenges, giveaways, and exclusive content drops to keep fans invested before, during, and after the event.

4. Streamlining Customer Journey

- Provided round-the-clock customer service with sub-4-minute response time across all channels.
- Redesigned ticket-purchasing platforms for a more intuitive user experience.
- Enhanced technical capacity to handle spikes in traffic during high-demand sales periods.
- Offered exclusive early-bird pricing and bundle deals to drive engagement during quieter periods

5. Stakeholder Integration

- Unified fragmented data systems from Promoter, Circuit, and partner organisations into a single, actionable framework.
- Collaborated with Government Tourism Agencies to attract international visitors and boost regional economic impact.
- Fostered alignment among stakeholders to simplify processes and minimise inefficiencies.

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OUR CLIENTS Outcomes

Living.Lab delivered transformative results for MotoGP ticket sales, leveraging cutting-edge digital marketing strategies and audience insights.

Record Revenue: Achieved an uplift of £383,139 in ticket and hospitality sales, compared to the control.
Maximised ROI: Living.Lab’s strategy generated an average spend of £83 pre-event per guest. We increased yield by £19 per user while maintaining a low acquisition cost of sub £2,00.
Enhanced Hospitality Sales: Premium offerings saw marked growth through tailored campaigns.
Long-Term Value Creation: Developed an integrated database and streamlined workflows, setting up MotoGP for future success.