ASM Global Introduces Facial-Verification Technology at Select Venues

ASM Global Introduces Facial-Verification Technology at Select Venues

ASM Global – which operates more than 350 arenas, stadiums and venues across the world – will begin using the facial verification technology PopID at select locations, starting with San Diego’s Pechanga Arena. The technology was implemented for the American Hockey League’s Gulls game at Pechanga on Wednesday (April 20), giving attendees the ability to check in at security using the technology and pay throughout the venue using PopID’s associated e-wallet, PopPay.

PopID’s biometric technology allows users to upload their images to the app and then use their faces at entry points and points of sale to expedite ingress and shorten lines. ASM Global and PopID – which is based in Southern California – decided to first implement the technology at a San Diego location since the software company already has a footprint in the area at San Diego State University, local restaurants and more.

“PopID is a lot quicker to get into a venue than traditional ticketing,” says ASM Global executive vp of marketing Alex Merchán. “The goal is to improve or add value to the fan experience.”

The new technology not only handles entry and payments but also learns about the customer with every use. Users can scan in on stationed Android devices, which will remember previous or favorite orders at each location. The user can then choose to simply place that order again or create a new one. Data collected from users will help inform ASM Global about the best types of concessions to open at events, where lines are long and how to minimize them and more.

Due to the pandemic, “the general public came along quicker to adopting things that we hadn’t done before. Everything from ordering food on phones to paying for things remotely,” says Merchán, adding that a much larger audience now buys into the kind of technology PopID offers.

Clear, Amazon and other companies have already introduced biometric technologies into the live entertainment space, but PopID CEO John Miller believes ASM Global chose to work with the Cali Group-owned software because they charge lower fees and provide services beyond entry and payment. PopID is also developing technology to authenticate a person’s age – based on their government-issued identification – to avoid underaged alcoholic purchases. It also has the capability to attach vaccination status if such requirements for entry return.

“We presented a holistic solution [to ASM Global],” says Miller. “Our competitors focus on one piece, so that is our primary advantage in the market. We built a payment system that allows them to pay less fees since it is secured by a picture. So there’s less fraud and chargebacks.”

According to Miller and Merchán, rollout of the PopID technology was welcomed at the first Gulls event, where new users were encouraged to sign up for VIP PopPay lines. Biometric technology, including the use of Amazon palm-scanning technology at music venues, has been criticized in the past, but Merchán says ASM Global is not immediately concerned about attendees being uncomfortable with the platform.

“At this point, it is optional for those who choose to get in line and do it this way. The traditional way still exists,” says Merchán. “There is a broader audience who has quickly adapted to the technology and want the ease and convenience. We’re providing that service and are looking forward to seeing what that does for the overall fan experience.”

PopID’s technology will soon begin verifying payments and authenticating tickets at numerous other ASM venues, including the Save Mart Center in Fresno (California), Coca-Cola Arena in Dubai (United Arab Emirates) and Toyota Arena in Ontario (Canada).

ASM Global Introduces Facial-Verification Technology at Select Venues ASM Global – which operates more than 350 arenas, stadiums and venues across the world – will begin using the facial verification technology PopID at select locations, starting with San Diego’s Pechanga Arena. The technology was implemented for the American Hockey League’s Gulls game at Pechanga on Wednesday…