ASM Global to deploy facial recognition technology across venues

Americas News
ASM Global to deploy facial recognition technology across venues

Venue management and event strategy specialists, ASM Global is set to launch a facial verification network, in partnership with technology innovator PopID. The deployment comes as ASM Global aims to create more secure event experiences throughout the industry.

It was first used in the US during AHL’s Gulls ice hockey game versus the Abbotsford Canucks at the San Diego’s Pechanga Arena, 20 April.

Ron Bension, president and CEO of ASM Global, stated: “The deployment of this technology in our venues represents the beginning of a revolutionary change in the entertainment world. PopID platform will allow us to eliminate the dependence on cards and phones at our events and ensure that every guest interaction is secure, speedy and seamless.”

These biometric advances are part of a digital transformation taking place across ASM’s network. As part of the technology rollout, ASM will aim be able to provide benefits and amenities to premium ticket holders at events, delivering an enhanced VIP guest experience.

PopID’s connected infrastructure, including payments, terminals and point-of-sale integrations, purposes to streamline consumer transactions.

John Miller, CEO of PopID and chairman of Cali Group, commented: “When customers opt to enrol in our platform, they’ll be able to enter the venue by requesting facial verification at the gate—instead of having to rely on a QR code on their phone. The seamless experience will continue at concession stands, where a guest can choose to ‘check in’ with facial verification at the point of sale, enabling them to instantly see personalised food and beverage recommendations and order and pay without the need for IDs, credit cards or phones.”

PopID’s technology will soon begin verifying payments and authenticating tickets via a fan’s face at numerous other ASM venues.

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