We are delighted to have Joren de Wachter from seats.io speaking at TPC2019, he’ll be talking the power of leveraging a great seating plan experience, here is a taste of a project they have been working on in Canada.

How Seats.io helped Universe break into the reserved seating market

About Universe

Founded in Toronto in 2011, Universe is a platform for people to discover and create events all over the world. They assist event organisers by providing the tools and support necessary to successfully create, promote, sell, and manage their events from start to finish. Event organisers are able to provide a streamlined, branded checkout experience by embedding ticket sales on any website without redirecting to Universe’s platform. Universe has sold over 3.8 million tickets in 2018 alone.

About Seats.io

Seats.io is a tool for ticket selling websites. Our design tools allow you to quickly draw seating charts and include them on your site to enable your customers to select the seats they want.

Seats.io has more than 100 clients around the world including The Academy of the Oscars, See Tickets, Flowte, Uhuu, the Royal Air Force Charitable Trust, Billetto, the FEI World Equestrian Games, the Sheikh Jaber Al-Ahmad Cultural Centre (the National Opera of Kuwait), and many more.

The Challenge

Universe needed a customisable, highly-flexible floor plan integration to help simplify the purchase process for reserved seating tickets. Floor plans significantly improve the ticket buyers’ experience by allowing them to see the view from their seat in the venue, leading to substantially higher conversion rates and lower drop-off rates – especially on mobile.

Universe was looking for a white-label solution that would be compatible with mobile devices and seamlessly integrate into the ticket purchase flow. The experience of designing floor plans needed to be user-friendly enough to allow the Universe team and event organisers to create floor plans ranging from 50 to 50,000 seats. It was essential for the solution to be scalable and display ticket availability in real-time, ensuring that organizers could sell any volume of tickets and that no double bookings would occur.

The Solution

Universe had three options to consider when planning seats: build it in-house, leverage existing technology within their larger organization, or consider third-party solutions. With the lengthy build-time required and the necessity of providing the most user-friendly solution being motivating factors, Universe decided to search for a solution outside of their organization.

“When we were searching for a partner to help us tackle the challenge of building reserved seating for our event organisers, Seats.io was very responsive on both the business and technical sides of the challenge. It’s been a pleasure working with their team,” stated Craig Follett, CEO of Universe.

Joren De Wachter, COO of Seats.io commented: “Craig knew what he wanted, and when he saw there was a match that seemed superior to the alternatives, we didn’t waste any time coming to a good and mutually beneficial business understanding.”

Seats.io’s floor plan integration fulfilled all of the functional requirements needed on Universe’s end and offered a key additional benefit: the ability to draw up floor plans without any additional coding at all. Any user could start creating their own interactive floor plans based on an existing drawing set as a reference chart. The Seats.io REST API easily integrated into any web-based platform, and the floor plans are able to be rendered on any web-based device.

“We were really impressed by the quality of the technical documentation that Seats.io provided – we were able to proceed with the integration very quickly,” Joshua Kelly, the Chief Technology Officer at Universe, commented. “All of our questions and concerns were addressed from the very start. We found the Seats.io tech support efficient, and their expertise really helped us move forward.”

Ben Verbeken, CEO of Seats.io said “Universe is a great company to work with. They have a first class development team, and we found their input about how we can further improve the product by developing better and more features for all of our customers very useful. In our view, this relationship has benefited all stakeholders, especially the Universe customers, and will continue to do so.”

The first Universe events with Seats.io seating charts successfully launched in September 2018.


Universe is now able to service its core clients with table seating, VIP sections, and other dynamic and seated opportunities – in addition, and of particular relevance for emerging markets, is now able to draw a 20,000 seat stadium, with all individual seats numbered and categorized, in as little as a few hours. With the existing repository of seating charts offered by Seats.io, they can view venues from all over the world and allow event organisers to quickly add a pre-existing seating chart instead of building one by hand.

Both Seats.io and Universe anticipate that their partnership will grow stronger. This is a good example of when two teams work together collaboratively, it is a win-win for both sides, and for fans.

To find out more about Seats.io please visit www.seats.io or email sales@seats.io