Ticketmaster, which acquired South Africa’s Quicket in July 2024, is entering Kenya, betting on the country’s fast-growing live entertainment industry as global ticketing firms seek a larger share of Africa’s youthful, mobile-first consumer market.
The expansion gives Kenyan event organizers access to Ticketmaster’s global event distribution network while introducing localized payment options, including Safaricom Plc’s M-Pesa and Airtel Money, making digital ticket purchases easier for consumers.
The launch comes as international entertainment companies increasingly target Africa, home to about 1.6 billion people and the world’s youngest population, where rising smartphone adoption and digital payments are reshaping how consumers discover and purchase tickets for concerts, festivals, sporting events and cultural experiences.
Quicket said events hosted on its platform will be discoverable through global digital channels including Spotify, Google, Meta Platforms Inc., Apple Music and Bandsintown, allowing organizers to reach audiences beyond traditional marketing channels.
The company is also developing WhatsApp-based ticketing and artificial intelligence-powered recommendation tools aimed at simplifying event discovery and purchases, reflecting growing demand for conversational commerce across African markets.
Quicket has already signed Kenyan partners including Beneath the Baobabs, one of the country’s best-known music festivals held in Kilifi, and restaurant discovery platform EatOut.
“Kenya has a vibrant and growing live entertainment scene,” John Masembe, Quicket’s Business Operation Director, said in a statement. The company aims to provide the infrastructure that helps organizers, artists and venues grow while improving the fan experience through secure digital ticketing.
Ticketmaster South Africa Managing Director Justin Van Wyk said Kenya’s combination of a young population, widespread mobile payments and an expanding community of event organizers makes it an attractive market for the company.
The launch formalizes Quicket’s presence in East Africa after nearly a decade of operating in the region through local partners. Since 2016, the company has built relationships with event organizers while developing field operations and support services.
The move underscores increasing competition among global technology companies seeking to capitalize on Africa’s expanding digital economy, where mobile payments have lowered barriers to online commerce and fueled demand for digital services. For Ticketmaster, Kenya serves as a strategic gateway into East Africa’s live entertainment market, combining established mobile payment infrastructure with a rapidly growing appetite for live experiences.