Doug Dawson called the Dallas Cowboys one of the first guinea pigs when it came to mobile ticketing in sports, but now that the franchise has almost a season and a half under its belt, it is seeing positive returns on the shift away from paper.
The Vice President of Ticket Sales and Service had heard about other organization’s experimentation with mobile entry leading up to the 2015-16 season. Yet, it was to the tune of just three to six percent of fans, and according to Dawson, not really much of a mobile strategy. If the Cowboys were to drive mobile ticket adoption among fans, it was going to do so in more of an aggressive fashion.