How does DICE make money, then?
None of the DICE founders were involved in ticketing before DICE. So they asked obvious questions such as “Why is it so difficult to buy tickets?”, “Why is the final price completely different to what you said it was?” and “What does Face Value mean if the price keeps changing?”.
Typically, when you buy something at a shop, you see a price, you tap your card to pay and off you go. No one says that your cup of coffee is $3 plus $1 in fees.
At DICE, we tell you what the total price is upfront. Included in that price is a commission that we sometimes charge event organisers.
When a show is sold out, the event price increases slightly before you join the waiting list (remember, we’re always up front). This is typically £2/$2/€2 but can be a little more if we incur additional expenses. This enables us to build and maintain our technology to ensure that tickets can’t be resold anywhere else and make sure fans get tickets to sold out shows for a small fee.
It also aligns with our principles - we believe that fans shouldn’t be allowed to sell their tickets for more than they paid for them but that they should get a refund if they can’t make a show. Right now, we can only do that for sold out shows but we do hope to do it for all shows once we have enough data to support it. We need data to be sure that artists don’t lose money.