Vivid Seats Inc. rolled out a new version of its mobile application on December 9, 2025, adding a Lowest‑Price Guarantee, an All‑in Pricing display, and expanded rewards that let users earn points on every purchase and unlock surprise gifts and seat upgrades. The update is positioned as a customer‑experience upgrade designed to drive higher engagement and repeat purchases in a market where the company has seen a 27% year‑over‑year drop in revenue and a 29% decline in Marketplace Gross Order Value (GOV) in Q3 2025.
The company’s Q3 2025 results underscored the urgency of the app refresh. Revenue fell to $136.4 million, a 27% decline from $184.5 million in Q3 2024, while net loss widened to $19.7 million. Management cited lower private‑label volumes and the loss of a key partner as key headwinds. By offering a Lowest‑Price Guarantee that matches competitor prices and a 115% credit on the difference, Vivid Seats aims to reduce price‑sensitivity among price‑conscious consumers and encourage app‑only purchases, which historically generate higher margins.
All‑in Pricing, which shows the full cost of a ticket—including fees—directly in the search results, is intended to improve transparency and reduce cart abandonment. The feature is expected to increase conversion rates by addressing a common friction point for buyers who discover hidden fees after adding tickets to their cart. The company’s leadership notes that the app’s new personalization and navigation tools are designed to make seat discovery faster and more intuitive, thereby boosting buyer stickiness and lowering marketing spend per acquisition.
The expanded Vivid Seats Rewards program now awards points on every purchase and offers tiered perks such as surprise gifts and seat upgrades. CEO Lawrence Fey said the loyalty enhancements “are designed to elevate the customer experience by offering a leading value proposition delivered with more intuitive discovery, smarter navigation and deeper personalization.” The company believes that higher repeat purchase rates will offset the cost of the loyalty program and help stabilize revenue in a competitive ticket‑resale landscape dominated by StubHub and SeatGeek.
While the app launch is a positive step, the company’s financial trajectory remains cautious. Vivid Seats has accelerated cost‑cutting initiatives, targeting $60 million in annualized savings, and is monitoring the impact of the new features on key metrics such as GOV growth and customer acquisition cost. Management’s guidance for the next quarter remains flat on revenue, reflecting ongoing uncertainty in the broader ticket‑resale market, but the company signals confidence that the app enhancements will contribute to a gradual recovery in buyer engagement and margin improvement.
The announcement comes at a time when Vivid Seats is actively reshaping its product strategy to counter declining revenue and market share. By investing in a more transparent, loyalty‑driven mobile experience, the company is positioning itself to capture a larger share of the high‑margin, repeat‑buyer segment, which could be pivotal for reversing the downward trend in its financial performance.
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