Music fans across Canada are excited about the launch of DICE, but what does it mean for the music industry? Click here to find out: Casinos.com game library is large

Founded in London in 2014, DICE has steadily become the leading independent music ticketing company in the world.

For those unaware, this is a software platform that enables users to search and buy tickets to many different live music events, including concerts and festivals.

While its significance has been felt in the UK for the last nine years, in October 2023, it finally crossed the Atlantic into Canada, furthering its work to expand across North America and beyond.

Along with the launch in Toronto, exclusive deals have been announced with Collective Concerts, The Garrison, Baby G, SouthPaw, Transmit Presents, and many more renowned partners.

According to the president of DICE, Russ Tannen, Toronto is the “perfect stage to bring in new fans” and attain a tech-forward approach, bringing the shows that Canadians love straight to their smartphones with a fast and “transparent ticket experience designed for them”.

Why Is DICE So Successful?

To understand what this might mean for the Canadian Music Industry and the music industry as a whole – it is first important to figure out why DICE has been so successful.

In 2014, before DICE was launched, consumers were already expecting more from their online experience, but the music ticketing industry wasn’t delivering. They could easily listen to music online, keep up with friends online, or play games online, but finding and purchasing tickets to a gig remained a chore.

In other words, the traditional ticket-buying industry wasn’t translating to the online space in the same way that other industries were, especially when it came to the range of tickets an individual could browse and purchase. 

We mentioned playing games, so let’s use the iGaming industry as an example. Today, the Casinos.com game library is large and varied, but this wasn’t achieved overnight, a platform like this was born several decades ago, when the traditional casino industry shifted effectively into the online casino industry.

This is what the music ticketing industry needed to do, and DICE made the first big step.

How Did DICE Change The Game?

While the process of finding tickets, paying for them, and the issue of additional fees were frustrating music fans, DICE changed the script by focusing on how people discover events. Around 40% of DICE’s revenue comes from its discovery system.

This is a software that syncs with the user’s music library, tracks their music-related behaviour, and drives suggestions with push notifications. Listen to a lot of Tame Impala music? DICE will know this and tell you when they’re next in town.

As well as this, DICE is its own, independent mega app. Let’s go back to iGaming, for a second. Online gamers can find a platform that has all their favourite games, they can then put down a deposit and play them in-app – in other words, the experience exists within one platform.

That’s exactly what DICE brought to the music industry. While before, music fans would have to jump between separate apps, DICE brought everything together into one place.

You can listen to the music, create a calendar, find a show, purchase the tickets, and invite fans, all on one platform – making the overall experience far more streamlined, smooth, and enjoyable.

What Does The Canada Deal Mean For The Industry?

In terms of the music industry, the deal in Canada is undoubtedly a massive positive. Not only is DICE great for music fans, but it’s crucial for venues and musicians themselves. One of the most significant costs for venues and artists is marketing to ensure fans are aware about what shows are happening and when.

With music fans now attaining a more organic way to discover this – and an easier process of purchasing tickets and inviting friends – they can now spend less time and money on promoting their shows.

It can even help in the creation of new music movements. Over the last few years, Latin music has been seeing heavy growth in the US, with hit artists like Bad Bunny receiving the majority of the credit.

DICE, however, saw an 829% rise of Latin music ticket sales between 2021 and 2022, and considering the platform works with 10,000 capacity venues or less, it has clearly contributed to the growth of Latin music beyond the most successful artists, helping to breathe life on the flames.

What Will Happen Next?

It’s very likely that the launch in Canada will be a success, and this will similarly be important for the music industry. The primary focus for DICE during and beyond 2023 is expansion, and this starts with a successful Canadian launch and a building of partnerships across the world.

Before that, however, it’s all up to the listeners. Supporting artists by going to their shows has always been important, and thanks to DICE, it has never been easier. So get listening and keep your eyes open!