In Focus / Roboticket - The Empty Seat Problem No One Wants To Talk About
How to manage no-shows and not lose income? As no-shows continue to erode matchday revenue and stadium atmosphere, clubs are rethinking the traditional season ticket model.
Digital tools like mobile wallets and subscription-based approaches offer new ways to align attendance with modern fan behaviour. Empty seats are more than a reputation problem — they represent real, measurable loss. Each no-show is a missed opportunity – lower in-stadium revenue, weaker matchday atmosphere and reduced visibility for sponsors.
For many clubs, the issue is no longer marginal. Despite strong ticket sales, especially among season ticket holders, the actual number of fans in the stands often falls short of expectations. And in an era defined by data, optimisation and digital engagement, this silent inefficiency demands a response.
The traditional season ticket model, long a pillar of financial stability, is increasingly being called into question.
“In my view, the era of traditional season tickets is coming to an end,” says Michael Pyda, CEO of Roboticket. “They consistently show the highest no-show rates and no longer align with the demands of today’s market. The old model simply doesn’t fit the modern reality.”
That reality is shaped by flexibility, personalisation and real-time responsiveness. Fans today expect the same user-centric experience from their club that they get from digital services in other parts of their lives — whether that’s streaming content, shopping, or booking travel.
Clubs, in turn, need tools that reflect actual behaviour, not assumptions locked in months in advance. This is where a new mindset around ticketing is taking root.
One such shift is the implementation of attendance confirmation mechanisms. Instead of assuming attendance based on a ticket purchase, clubs can now ask fans to confirm their intent to attend. If not, the ticket can be returned to circulation and offered to others in a structured, secure way that maintains club oversight.
This simple step opens the door to reclaiming value, increasing stadium utilisation and re-engaging fans who might otherwise stay disconnected. These strategies are not hypothetical. They are already being deployed by clubs using integrated ticketing platforms that enable real-time logic, mobile-first ticket delivery and behaviour-based workflows.
In this environment, a ticket becomes more than just a barcode — it becomes a dynamic asset that reflects real intent, allows flexible management and supports operational efficiency. The conversation is also growing.
“The topic of no-shows is becoming an increasingly common subject in conversations with our clients,” says Adam Piotrowicz, Global Sales Advisor at Roboticket. “Roboticket offers a range of tools on the platform that help manage this issue, and we’re constantly looking for new ideas and opportunities to address it.”
One such idea gaining traction is a shift to subscription-based ticketing. Inspired by consumer habits shaped by services like Netflix and Spotify, this model — known as RoboSubs — allows fans to pay a monthly fee rather than committing to an entire season in advance.
They gain access to matches but confirm attendance game by game. This approach offers more flexibility for supporters while helping clubs manage attendance proactively, optimise capacity and minimise revenue loss from unused seats. It also supports fairer pricing and reflects the way people consume experiences today, based on availability, interest and lifestyle.
From a technical standpoint, the adoption of club-branded digital wallets supports this evolution. These apps allow for seamless ticket delivery, offline access, scanning, resale and soon, voucher distribution for campaigns and rewards. Most importantly, they put clubs back in control of the full fan journey, offering direct communication, behavioural data and real-time responsiveness.
Addressing no-shows isn’t just about filling seats. It’s about recognising that attendance is no longer static — it’s a variable, influenced by schedule, convenience and perceived value.
The challenge ahead is to design systems that acknowledge this complexity while creating new paths for engagement and revenue. From assumed presence to guaranteed attendance—this is the new standard, match by match.
