An extra ticket was found in the office – Newspaper Kommersant No. 31 (7476) dated 02/20/2023
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The operator of the youth state program “Pushkin Card” Post-Bank decided to expand this business. It launches ticket sales for events based on the SmartBilet platform and plans to enter the top 5 operators in the Russian Federation in the next five years. Investments in the project in 2023 are planned at the level of 150 million rubles, Post-Bank hopes to recoup them by the end of the year. Investments of the largest market participants now amount to about 1 billion rubles. per year, so the investments announced by the bank are not enough to scale the project, experts say. However, they acknowledge that a bank’s network across the country, through which tickets can be distributed, could be an advantage.
In Post-Bank, Kommersant was told that they had launched an online service for buying tickets for cultural events. The ticket showcase is integrated into the bank’s mobile app and website, and now it features 18,000 events, with plans to double their number by the end of the year. The service was launched on the basis of the SmartBilet platform (SmartBilet LLC), 100% of which was received by Post-Bank in March 2022 to sell tickets to theaters and cinemas as part of the Pushkin Card. The bank’s investments in the new ticket project by the end of 2023 will exceed 150 million rubles, the bank expects to reach payback as early as the end of 2023, and in the next five years to enter the top 5 market participants.
Pushkin Map is a state program for the cultural education of Russians aged 14–22, launched in August 2021. As part of the program, young people can apply for the Pushkin Card, to which the authorities credit 5,000 rubles, which can be spent throughout the year on tickets to museums, theaters, cinemas, exhibitions, philharmonic societies, and concerts within the framework of the state program. The operator is Post-Bank. In early February, the bank announced that the number of Pushkin Card holders had reached 8 million.
The interlocutor in the market of ticket operators estimates the investment at 150 million rubles. as relatively small: “For a market with a volume of more than 60 billion rubles, this is a penny. So, LLC MDTZK (legal entity of Ticketland.— “b”), according to the Federal Tax Service, spent 925 million rubles. in 2021, the expenses of Kassir.ru are also about 1 billion rubles. At this stage, the interlocutor believes, Post-Bank looks more like an aggregator than a full-fledged market participant, which should have many exclusive events. “The goal of getting into the top 5 is adequate: only three big players are currently operating on the market with a significant margin from the rest,” said Mikhail Minin, General Director of MTS Entertainment. However, he also clarifies that each of the players spends up to 1 billion rubles. annually.
Now, perhaps, the only strong point of Post-Bank is the Pushkin Card, says Konstantin Komarov, founder and CEO of Qtickets: “Thanks to the issue of money for these cards, it may be possible to enter the top 5 in terms of revenue. After all, these funds can only be spent on events. If the bank plans to enter the top 5 in terms of revenue from state subsidies, that is, by selling the Pushkin Card, then SmartBilet, in fact, will remain the “pocket” operator of the Pushkin Card, says Sergey Babich, producer of the Colisium International Music Forum: “If If the bank will develop SmartBilet as an independent platform selling external events, then with offline branches across the country it could become a potential new ticketing ecosystem.”
In the second case, Mr. Babich notes, the main task of the bank, taking into account the declared ambitions, will be to attract to the platform organizers of events that are not included in the Pushkin Card program. The bank can use a unique resource — a network of offline cash desks in Russian Post offices covering the entire territory of the country, InterMedia Editor-in-Chief Yevgeny Safronov added: “The strength of a traditional brand is also very significant, which, with proper management, will increase the attractiveness of the service.”
Afisha CEO Ilya Altshuler notes that, according to the company, in 2022 the ticket market has decreased by 15-20 billion rubles. primarily due to the decline in the concert segment, but within two to three years the performance will recover “due to the development of unique Russian content.” Enrico Mazavrishvili, Yandex Afisha Content Director, noted that the organizers began to invest in Russian projects that replaced foreign artists and festivals: “Based on the current dynamics, we predict growth to 2022 figures.” In such a situation, adds Mikhail Minin, the entry of a new player means development, an influx of new investments.
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