Google Wallet will start showing more details on passes for Ticketmaster events

Ben Schoon | Jun 25 2026 - 11:40 am PT

Ticketmaster, ~~love it~~ or hate it, is the company you’ll be dealing with for the vast majority of live events, which is why it’s great news that Ticketmaster is launching a new partnership with Google Wallet that will open the door to more detailed passes.

You can already add passes for Ticketmaster events to Google Wallet, but an expansion from Ticketmaster is adding a lot more functionality for events. Ticketmaster will be the first company working with Google on these more customizable passes in Wallet.

Ticketmaster explains that these updated passes can be themed to match the brand of the event, including:

A music tour can feature album artwork or artist visuals

A sports team can showcase game visuals or season branding

A festival can highlight lineup imagery or sponsor integrations

There are a variety of action links that can be added to Google Wallet passes, including parking information, entry guidelines, upgrades for merch/VIP status, in-seat food/drink orders, and more. The passes can also link out to a mobile app that the event or venue may use.

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Ticketmaster says:

Ticketmaster has expanded its digital ticketing capabilities with customizable Google Wallet passes, giving clients more control over how their brand appears in fans’ mobile wallets.

As the first ticketing partner to offer enhanced, customizable Google Wallet tickets, Ticketmaster enables clients to deliver branded experiences directly on fans’ Android devices. With options like custom imagery and action links, tickets become more than proof of entry. They become a reliable source of event information and a direct connection to fans throughout the event lifecycle.

…With Ticketmaster, these passes can be customized with branding, content, and links that sit within the pass. This ensures a consistent, high-quality experience for fans while giving clients more ways to communicate important information.

You’ll likely see these start rolling out in the future, though there’s no guarantee every event will adopt them. As Ticketmaster is just the first to adopt this new format, though, it stands to reason we’ll see more from other pass providers in the future.