Tech Insights

Arenametrix: Using data to connect with entertainment fans

Sports and cultural events bring millions of fans together. Behind every event is a complex operation, from scheduling and ticketing to managing visitors and planning activities. Yet many event organisers struggle with fragmented data systems. Information comes from ticketing platforms, shops and mobile apps, but these systems often fail to communicate with each other. In early September, I discussed these engineering challenges with Thomas Griffiths, Chief Marketing & Partnerships Officer at Arenametrix. His company is working to solve this problem.

Founded in 2013, Arenametrix is a SaaS platform used by more than 450 organisations across Europe and North America. Its goal is simple: bring data together so event organisers can better engage with their audiences.
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Today, the platform manages profiles for over 100 million fans. Choosing a general-purpose CRM can be difficult for entertainment businesses. Their priority is running events, not managing IT projects.
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Adapting standard software to ticketing and access control needs can quickly become a complex internal project. Arenametrix takes a different approach. It offers a ready-to-use CRM and data marketing platform built specifically for the entertainment industry.

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Connecting data across a fragmented events industry

The live events industry relies on established ticketing providers such as Weezevent, Secutix and Ticketmaster.
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A visitor's journey involves several systems. They might buy a ticket online, pay for food at the venue using a cashless card or wristband, and subscribe to a newsletter.
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Each interaction creates valuable data. The challenge is bringing it all together.

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The « Anti-Integrator » model

Arenametrix uses APIs to connect these different systems. Its software integrates with dozens of existing third-party platforms. Thomas Griffiths describes this as an "anti-integrator" model.
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Instead of giving clients an open system they must build and configure themselves, Arenametrix provides a managed platform with ready-made connections. The software collects data, cleans it, removes duplicates and creates a single customer profile.
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This is a practical approach to software architecture. When building connected business applications, the goal should not be to add more complex features. It should be to make data flow smoothly between systems that already work.

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Making data useful for marketing teams

Arenametrix analyses purchase history, customer preferences and visit frequency. Marketing teams can quickly identify loyal subscribers or people who have stopped attending events.
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They can then create targeted campaigns without needing advanced technical skills. The platform handles the complex data queries behind the scenes. This makes the information easier to use in daily operations.

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Building the data foundation for AI

Bringing together data from ticketing, cashless payments, shops and newsletters does more than support marketing campaigns.
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It also prepares businesses for AI. As Thomas Griffiths explains, this has been a core part of Arenametrix's approach from the beginning.
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By collecting and organising data in a single model, the platform makes that information easier for AI systems to use. This foundation could help event organisers engage with their audiences more effectively as AI capabilities develop.

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A practical approach to European expansion

Arenametrix's focus on one industry has not limited its international growth. It has helped drive it.
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The company generates 35% of its revenue internationally, with teams in Paris, Amsterdam, Rome, Vienna, Munich and Montreal.
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To support its expansion, Arenametrix raised €8 million in 2024 and completed four acquisitions since 2022. Acquiring local companies with similar data expertise allows Arenametrix to expand into new markets more quickly.
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However, acquisitions also create technical challenges. Each company may have its own software, databases and infrastructure. Bringing these systems together requires careful planning. Software companies facing rapid growth often strengthen their development teams with external engineers. This helps them maintain progress on their product roadmap while integrating the technology of newly acquired businesses.

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Responsible data integration as a growth strategy

Arenametrix's focus on one industry has not limited its international growth. It has helped drive it.
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The company generates 35% of its revenue internationally, with teams in Paris, Amsterdam, Rome, Vienna, Munich and Montreal.
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One of Arenametrix's strengths is how it works with established ticketing providers. These platforms help sports clubs and venues attract customers and sell tickets. Rather than replacing them, Arenametrix connects their data through its SaaS platform.
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This approach helps organisations make better use of information from different providers while respecting GDPR requirements. Being data-driven is not simply about collecting more information.
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It means connecting systems, organising data and making it useful. Arenametrix shows how a French technology company can grow across Europe by focusing on a specific B2B market.
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Its approach combines industry knowledge, a clear product vision and well-designed integrations. For businesses developing a B2B2C digital product or improving how data moves between systems, modular software architecture offers a practical way forward. It is a challenge our teams regularly discuss with technology companies across France.

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Company spotlight
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→ Company: Arenametrix
→ Leadership: Kévin Vitoz , Co-founder and CEO, Ludovic Bordes, Co-founder and Managing Director.
→ Industry: Software development / CRM and marketing platform
→ Why Arenametrix stands out : Its "anti-integrator" model offers a different way to solve a common problem. Kévin and Ludovic did not try to reinvent ticketing. Instead, they used APIs to connect a fragmented industry. Their platform makes complex data flows easier to manage while keeping the software simple for operational teams. This clear product vision is what makes Arenametrix an interesting company to feature in this week's Tech Insights.

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Sources

Ecofoot – How does a welcome email lay the foundations for a sustainable FRM strategy?
Les Échos Entrepreneurs – “Sport is a sector that can weather any crisis”: Arenametrix supporting sports clubs
The Ticketing Business – Arenametrix acquires Dutch fan data specialist Fanalists

Frequently asked questions

Why choose an industry-specific CRM instead of a general-purpose solution?

We understand the technology and data challenges businesses face. For software to deliver value, people need to use it. An industry-specific or custom CRM is designed around the needs of its users. It allows SMEs to focus on their core activities, such as event management and customer service. They can avoid spending months configuring, connecting and customising a general-purpose CRM.

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How can businesses bring data from multiple sources into one system?

The main challenge is designing the right database structure and software architecture. Data cleaning and duplicate removal should be automated. Data quality needs to be built into the system so it can be maintained continuously.

This is especially important for B2C platforms. The same customer may interact with a business through online ticketing, access control, physical shops, newsletters and SMS reminders. All this information needs to be linked to the correct customer profile. Our Data, AI and Security team works on these engineering challenges, helping technology companies bring their data together.

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How can software stay user-friendly in a complex industry?

Simple, intuitive software starts with a Product Engineering team that understands how people use it. This includes both operational staff and customers.

A common mistake is adding too many features. A better approach is to focus on what users actually need. Whether the business is an adventure park, museum or rugby club, many processes are similar. These include ticket purchases, customer loyalty and visitor management.

Good product engineering makes these processes easier to use and helps software remain effective over time. If you face similar challenges, our teams are available to discuss your business and technology projects.

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How can businesses protect data during acquisitions?

Acquisitions often involve bringing together different technology systems. As a company grows, maintaining GDPR compliance becomes more complex. Businesses need thorough audits of source code and hosting infrastructure. Data security should be part of the software architecture from the start. This Security by Design approach helps protect personal data as systems are integrated.

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What are the technical challenges of expanding a B2B software product internationally?

Expanding into new markets means adapting software to local data hosting and privacy regulations. This requires scalable cloud infrastructure and a modular codebase. Businesses also need to organise their development resources carefully. The goal is to meet new compliance requirements without delaying features that existing customers are waiting for.

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