BookMyShow, an Indian online bookings platform, has invested in local payment technology firm AtomX.
Financial terms of the deal were not divulged.
BookMyShow venues and service delivery operations chief Anil Makhija will gain a seat on AtomX board.
BookMyShow founder and CEO Ashish Hemrajani said: “As we broaden the out-of-home entertainment ecosystem, we continue to improve every aspect of that customer journey. This includes safer and smoother digital transactions both, while buying tickets and for on-ground services.
“We also strive to provide relevant data analytics, insights around events to vendors and organisers to better deliver the experience to our customers. Our partnership with AtomX will play an instrumental role in furthering this experience.”
Through AtomX, consumers can load cash as digital money in their NFC-enabled cards, wristbands, key chains.
Users can then tap to make payments instantly for on-ground events such as sporting events, food festivals and concerts. Data is stored on the card.
AtomX founder and CEO Abhilash Gowdara said: “We are looking to unify both online and offline payments, enabling live entertainment events to accept contactless bank issued cards beyond our close loop tags which offer users multiple options to tap and pay at all our live events.”