AS Monaco Basket – France’s Basketball Powerhouse
AS Monaco Basket, commonly known as the “Roca Team,” is one of Europe’s fastest-rising basketball clubs. Reigning champions of France’s Betclic Élite, the club also reached the EuroLeague Final Four in 2023, finishing 3rd.
The team plays at the renovated Gaston Médecin Arena, upgraded in 2022 to a capacity of 4,500 seats, with 300–350 reserved for hospitality. Over the course of the 2022–23 season, AS Monaco hosted 43 home games, drawing fans from across the region and beyond.
We spoke with Violaine Morand, Ticketing Director of AS Monaco Basket, to understand how EVENTORI has helped the club elevate its ticketing strategy.
"As Ticketing Director, my primary responsibilities are optimizing arena capacity and maximizing revenue. This means ensuring our venue is filled for every game while generating the highest possible revenue from these events."
The Challenge: A Growing Club Held Back by Outdated Tools
When Violaine joined the club in 2023, AS Monaco already had a ticketing system in place. But it quickly became clear that the legacy platform was no longer suitable:
- Not Scalable: The club was growing rapidly on both the domestic and European stage, and its existing software couldn’t keep pace with rising demand.
- Outdated Experience: The fan journey did not meet modern expectations for digital-first, seamless interactions.
- Revenue Limitations: Heavy reliance on complimentary tickets limited the club’s ability to maximize yield from sold-out or high-demand matches.
“I realized the existing system was no longer adapted to a club growing so quickly and to today’s standards of customer experience.”
“We were managing everything manually — seat maps, allocations, reporting. Nothing was fast or intuitive. We needed a tool that could grow with us, not hold us back.”
The Solution: EVENTORI as a Modern, Collaborative Platform
After evaluating several options, Monaco chose EVENTORI for its modern, modular design and Wiremind’s reputation for close, hands-on collaboration.
Implementation was fast. Six months from decision to launch. But what set the process apart was the working relationship between the two teams.
“It wasn’t just a supplier-client exchange,” says Violaine. “It felt like we were building something together. EVENTORI’s team listened to every operational detail, understood our challenges, and adapted the product around our reality.”
The initial rollout focused on stabilizing operations and empowering the club’s staff to manage ticketing autonomously. EVENTORI quickly became the central tool across the club’s commercial, marketing, and operations teams, providing a single, reliable view of every seat and sale.
The platform’s impact was immediate: a faster back office, smoother fan journeys, and, most importantly, a measurable jump in revenue.
Expanding the System: Innovation Through Partnership
Following a successful first season, AS Monaco Basket and Wiremind didn’t stop at optimization. Together, they expanded EVENTORI’s use across new areas — turning a solid implementation into an ongoing innovation roadmap.
Resale
The introduction of the ticket resale module allowed fans to securely resell their seats for high-demand games. This not only reduced no-shows but also maximized yield on every match.
“Resale was a game-changer,” notes Violaine. “It gave flexibility to our fans and helped us fill the arena even when plans changed last minute.”
Skidata Integration
To enhance matchday operations, the club integrated EVENTORI with Skidata, connecting ticketing and access control. Skidata also provides the club with turnstiles, creating a fully integrated entry management system. This provided real-time attendance data and eliminated bottlenecks at entry points.
"With Skidata, we can see in real time who's in the arena. It's a small detail operationally, but a huge step forward for our staff and our reporting."
Ticketing Bundles
The club also began using ticketing bundles extensively — leveraging the new bundle feature to create complex offers, including packages that contain products with different VAT rates.
"The bundle feature has become central to our commercial strategy. We can now create sophisticated packages combining different seat categories and products. It's incredibly flexible."
The Results: Measurable Growth and Greater Control
The numbers tell a story of sustained, data-driven growth.
The club recorded:
- +11.5% more tickets sold
- +8% higher occupancy
- +37% increase in ticketing revenue season-over-season
Operationally, the ticketing team now manages campaigns, allocations, and reporting entirely in-house; no longer constrained by external dependencies or system limitations.
“What stands out is autonomy,” Violaine explains. “We have full visibility, full control, and the freedom to test new ideas. That’s invaluable.”
A Partnership Built on Collaboration
For both sides, this project has become more than a case study in modern ticketing — it’s a model of how a software partner and a club can evolve together.
Wiremind’s EVENTORI team works closely with Monaco’s ticketing department, exchanging feedback, co-developing features, and refining workflows around real operational needs.
“The best part is that it’s continuous,” says Violaine. “We’re in touch regularly, testing ideas, finding ways to do things better.”
That partnership has allowed new features to be designed and deployed rapidly, ensuring the platform grows in step with the club’s needs rather than forcing adaptation to a rigid system.
Looking Ahead
Two seasons in, AS Monaco Basket’s journey with EVENTORI represents what modern ticketing transformation can look like when technology and partnership go hand in hand.
The club now benefits from a scalable, integrated system that drives revenue, simplifies operations, and adapts as fast as the game itself.
Key features of EVENTORI ticketing and Analytics
- Product Bundles: Allows ticketing teams to build bundled products with customised VAT rates. Ideal for hospitality; services such as catering can now be differentiated from ticketing, with a single QR code granting access to all components.
- Enhanced Front Office: Helps customers effortlessly search for events, manage their options and seats with a smoother, more intuitive journey, and resell tickets within the application
- Targeted Offers by Segment: Enables teams to highlight dedicated offers for specific customer groups and configure tailored sales openings for each segment (season ticket holders, members, btob…).
- Google/Apple Wallet Integration: Allows fans to easily add single tickets and season passes to their mobile wallets for seamless venue access.
- Data-Driven Sales & Dynamic Pricing: The live view within the Analytics module gives Revenue Managers a clearer and more actionable understanding of sales and pricing performance.
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