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Derby sign up for dynamic ticket pricing

Championship Derby County have signed a deal with pricing technology firm Digonex that will see the company provide dynamic ticket pricing services to the club for the 2012/13 season, reports SportsPro. The club will use Digonex's acrostically named Sports and Entertainment Analytical Ticketing System (SEATS) which 'scientifically changes prices based upon econometric and behavioural principles.'

With the system, prices of single home match tickets will fluctuate depending on a series of metrics including team performance, league position, opponent, scheduling, and weather forecast.

"Ensuring our match tickets are priced appropriately, we believe will entice new fans to Pride Park as well as offering more options to existing supporters whilst reengaging with those supporters who haven't been able to attend matches at Pride Park Stadium as much as they would have wished in the last few years," said John Vicars, vice president of operations at US-owned Derby County.

"As a club we are determined to find new and improved ways to make Pride Park an affordable and friendly place to visit and see demand pricing as a positive step in this direction."

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Dave Williams

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