Revolution in the stadium - Hannover 96 develops digital fan experience

9 December 2021

After this headline, the expectation of the following text is high. But the vision that Hannover 96 has set for itself is also ambitious. It is also significant in terms of its relevance, because the term "digitalisation" has been with us for decades. It is also a big topic in sport and gives us our raison d'être as a SaaS provider. That is why we are glad that we are working under the sign of digitalisation and that we are able to drive it forward with our partners, keep breaking new ground and developing it further.

The keyword partner is crucial here. We see ourselves as digitalisation experts and have a lot to offer in our product suite, but without clubs like Hannover 96 that are willing to meet the demands of the moment and the fans, our solutions cannot live.

 

A very special partnership

But it is not only with associations or event organisers that we like to enter into partnerships. We also work with other companies that complement and enrich our product suite. Over the last few years, a cooperation with simply-X has developed and intensified. Since October 2021, the company from Bad Gandersheim has officially been part of the EVENTIM family. Because even though we have our own access control software and hardware with EVENTIM.Access, simply-X's offer goes beyond that. Simply-X has been active in the event industry for more than 20 years and is characterised not only by digital admission systems but also by payment systems and innovative solutions. Many of our clubs and event organisers work with simply-X and use the systems in their stadiums, halls and arenas. Just like Hannover 96.

The partnership between Hannover 96 and simply-X has always been under great signs. Initially, however, it started more "traditionally" in 2017, with the first step being to install an electronic access control system. The club's goal was to make entry to the stadium quick and secure for everyone involved. With simply-X, a partner was found who designed a solution that was tailor-made for the stadium and the club and has been in use ever since. In total, more than 60 devices for digital access control can be found in the HDI Arena, the home stadium of Hannover 96. The cash register systems at the snack and drinks stands in the arena, as well as in the fan shop, are also from simply-X. But Hannover wanted more than just to digitalise admission and payment, and developed a comprehensive mission.

The mission of Hannover 96

The entire fan journey - with the exception, of course, of the physical visit to the stadium - should take place digitally. H96 has already followed up this idea with its first actions and developed the centrepiece of its own digitalisation strategy: a club-owned app. The Hannover 96 app.

The app is intended to provide information on topics such as:

  • Club and team
  • Matchdays
  • Merchandising

On the other hand, the app is intended to make visiting the stadium convenient, simple and safe.

96 fans can already do this:

  • Buy tickets via the app
  • Pay for tickets conveniently and digitally
  • Save tickets in the app
  • Use the app to enter on matchday
  • Read the stadium newspaper digitally
Ticket purchase in Hannover 96 app

 

The app was created in cooperation with Achtzig20, a full-service partner for website and app development. Together with Achtzig20, we offer our customers a modular construction kit so that the app can be tailored to the needs of the club and the inclusion of the online ticket shop can be made possible.

"The cooperation with Achtzig20 and EVENTIM Sports in terms of app development went flawlessly. With the app, we can now bundle many components and information and make them easily and quickly accessible for our fans. The fact that it also covers the entire ticket journey is an important step for us in terms of digitalisation, which we want to take together with EVENTIM Sports and simply-X."

Christian Katz, Head of Organisation, Stadium Operations and Sales, Hannover 96

Technical functions of the Hannover 96 app

Making these features possible naturally requires some work from the product team and development. Based on the existing product suite of EVENTIM Sports, which includes a single sign-on (Tixx-SSO) as well as a self-developed interface (Tixx-Connect), the knowledge of the partners of Achtzig20 and simply-X was bundled and the app was realised.

Achtzig20 was largely responsible for the front and back end of the app. Together with our developers at EVENTIM Sports, the Tixx-SSO and Tixx-Connect were integrated to bring the online shop into the app in its full scope. The Tixx-SSO enables the fan to log in with one login for all connected systems. This means that the end customer only has to register in one system and can access all connected web applications such as the ticket shop, the merchandise shop or, in this case, the club app with one login. Tixx-Connect brings high availability through a scalable infrastructure and bidirectional data exchange in real time. This in turn plays simply-X into the cards, because event information is synchronised and ticket barcodes are transmitted to external access control systems via the Tixx-Connect interface. These components make it possible for stadium attendance in Hanover to work via app.

"With the Hannover 96 app, we have developed a really complete product that can be used for every Hannover 96 match day. Our goal is to make ticketing sustainable - mobile and app tickets are an important factor here. In addition, the interaction between the parties involved has worked excellently and we are glad to have found qualitatively valuable partners in Achtzig20 and simply-X. Hannover 96, in turn, has great trust in us on the other side, which has an additional positive influence on the cooperation." 

Malte Ulrich, Lead Product Manager Sports, EVENTIM Sports

Hannover 96 goes one step further

And the club wants to take even more steps. In the near future, not only ticketing will be available digitally via app. The topic of payment is also to be handled digitally. Thanks to the complete equipment of the HDI Arena by simply-X, it is also possible to store the topic of payment in the app. In the future, fans will be able to order drinks and food via the app. As soon as the order is ready for collection, the fan will receive a push notification on their smartphone. Payment will also be processed via the app. On the one hand, fans should have to wait less in queues and be able to see more of the game. The hoped-for side effect: gastro turnover on match days will increase, as the entire process will become leaner and faster.

"Currently, the first field tests are being carried out at Hannover 96 home games. We have already had the first successful games, so a large-scale rollout of digital payments can take place soon."

Falk Heinrich, Lead Consulting, simply-X