Ticketing Case Study

Emirates Dubai Rugby 7s

The Problem

Previous to working with Back9, Emirates Dubai7s were operating with manual ticketing processes using PDF tickets. They noticed they were lacking understanding around attendee behaviour and insights and wanted to transform the event digitally in order to enhance the attendee experience and increase engagement pre, during and post event.

Dubai7s management had little to no data insights regarding past events, and therefore had limited knowledge of the demographics of attendees, and we’re not aware of the monetary or time spend around the events sports venues and food and beverage outlets.
They were also hoping to use digital chanels to keep attendees up to date with the schedule of events, news and make buying tickets and credit far simpler.

Back9’s Solution

Event App

Back9 developed an Event App in time for 2021 Dubai7s Event, delivering a digital experience for partners and attendees alike. The intuitive App allowed guests to buy and transfer tickets, store them in the App Wallet along with app credit.
The schedule of events and news areas were created with the aim of boosting engagement wiith attendees.


We built ticketing technology that supplied purchased general admission and reserved tickets and allocated partner tickets to the guest’s App Wallet. Entry to the event was made easier with digital QR scanning at each event entry point.

The Results


Ticket Passes

2 million +

App Interactions

2,400 +

Digital Payments

3,000 +

Tickets Scanned
in an hour

The Emirates Dubai7s app successfully brought the digital experience to each and every user, dramatically increasing engagement, most notably via the schedule of events, news and fixtures and results features.
Post-event, the management was supplied with a data insights report which gave them an understanding of the attendee demographic profiles, their credit spend across the outlets and app interactions.
To further develop the app’s functionality for the Dubai 7s in 2022 we added the ‘Shop’ feature in which attendees could buy merchandise for collection at the event. The addition of the ‘My Teams’ feature also allowed fans to follow their favourite teams fixtures and live results.