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ASM Deploys Facial Verification Network at Sports and Entertainment Venues

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ASM Global has launched an industry-first facial verification network in partnership with technology innovator PopID.

The first venue selected for the deployment, San Diego’s Pechanga Arena, hosted an American Hockey League (AHL) fixture between the Gulls and the Abbotsford Canucks this week, and follows a multiyear investment by ASM Global to redefine the return to live events by creating the most seamless and secure event experiences ever developed.

PopID provides a comprehensive, connected platform built for the future of digital purchases and payments. Its solution enables businesses, employees and customers to authenticate entry, purchases and payments using advanced facial verification—and to provide a more personalized and secure experience. The company’s payment infrastructure includes terminals and point-of-sale integrations for streamlined consumer transactions, regardless of the payment method used or network.

Implementing industry-first biometric advances is a step towards the digital transformation of ASM’s network of more than 300 arenas, stadiums, theaters and convention centers across the globe. As part of the technology rollout, the venue operator will also be able to provide unmatched benefits and amenities to premium ticket holders at events, delivering an enhanced VIP guest experience.

ASM Global CEO and President, Ron Bension, explains: “The deployment of this technology in our venues represents the beginning of a revolutionary change in the entertainment world.


“The PopID platform will allow us to eliminate the dependence on cards and phones at our events and ensure that every guest interaction is secure, speedy and seamless.”

“We are excited to partner with ASM and take the initial steps to truly revolutionize the event experience of the future with highly secure, phoneless entry and digital payments,” says John Miller, CEO of PopID and chairman of Cali Group. “When customers opt to enroll in our platform, they’ll be able to enter the venue by requesting facial verification at the gate—instead of having to rely on a QR code on their phone. The seamless experience will continue at concession stands, where a guest can choose to ‘check in’ with facial verification at the point of sale, enabling them to instantly see personalized food and beverage recommendations and order and pay without the need for IDs, credit cards or phones.”

PopID’s technology will soon begin verifying payments and authenticating tickets via a fan’s face at numerous other ASM venues. Upcoming deployments include the Save Mart Center in Fresno (California), Coca-Cola Arena in Dubai (United Arab Emirates), and Toyota Arena in Ontario (Canada).

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Staff Reporter covers the latest news, trends and opinion from the facilities management (FM) and corporate real estate (CRE) sectors. The FM market is currently estimated to be worth USD 1 trillion annually and is projected to grow at a compounded annualised rate of approximately 5% between now and 2026.

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