What Showtic does

Showtic is a Swedish online ticket booking platform founded in 2012 and headquartered in Gothenburg, operating as a subsidiary of Moment Group. The platform sells tickets directly from event organizers to end consumers for theater performances, musicals, concerts, stand-up comedy, dinnershows, family shows, and Christmas shows across 12+ Swedish venues including Oscarsteatern, Intiman, Lorensbergsteatern, China Teatern, Rondo (Gothenburg), Wallmans, Vallarnas Friluftsteater, and Krusenstiernska Teatern (Kalmar). The company positions itself on guaranteed organizer-direct pricing and trust, serving primarily individual consumers with secondary corporate and group booking services.

The platform is built as a web-based e-commerce ticketing system with standard payment processing integrations (Swish, Klarna, Swedbank Pay, Visa, Mastercard, Apple Pay) and inventory management across multiple Swedish venues. Beyond core ticket sales, Showtic offers digital gift cards (powered by Shortpass infrastructure), hotel packages bundled with Nöjesresor.se, and dedicated corporate/group booking services for 10+ person events. Marketing is multi-channel across Facebook, Instagram, TikTok, YouTube, LinkedIn, Snapchat, email newsletters, press releases, and partner cross-promotions with TV4 Play, Nextory, VR trains, and MySafety insurance. Distribution is exclusively domestic within Sweden, with no international expansion signals.

The business model combines transaction-based ticket sales commissions as the primary revenue stream with supplementary affiliate referral revenue from hotel packages and partner offers, plus gift card sales. Ticket prices range from approximately 395 SEK to 695 SEK per person, with hotel packages ranging from 1,095 SEK to 1,995 SEK. No revenue, headcount, or funding figures are disclosed in available data, and the company has been continuously operating without disclosed fundraising activity since founding.

Name

Showtic

Legal name

Showtic

Website

https://showtic.se

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Showtic is a Swedish online ticket booking platform, founded in 2012 and part of Moment Group, selling tickets directly from organizers to consumers for theater, musicals, concerts, and shows across 12+ Swedish venues. It supplements core ticketing with gift cards, hotel packages, and corporate group bookings.

Ownership category

akta.pro rank

Product category

Online Live Entertainment Ticketing

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Theater Companies and Dinner Theaters (711110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Primary Ticketing Platforms & Box Office Systems (MPAGAJAA)

akta.pro secondary industries

Theater & Performing Arts Ticketing (HSACALAC), Live Event Ticketing (Concerts, Festivals, Comedy) (HSACALAA), Event Discovery, Listings & Calendar Platforms (MPAGAJAL)

Keywords

• Online ticket booking
• Live entertainment tickets
• Theater ticketing services
• Event ticket sales
• Show ticket platform

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Ticket Sales Commission: Showtic earns revenue by selling tickets directly from event organizers to consumers, taking a commission on each transaction. They guarantee tickets are purchased directly from the organizer at the correct price.
2. Hotel Packages (Affiliate): Bundled hotel and event packages sold through partnership with Nöjesresor.se. Showtic refers customers for hotel accommodations combined with show tickets, earning referral/affiliate revenue.
3. Gift Cards: Sale of digital gift cards valid for performances at participating venues. Gift cards can be purchased and delivered via email, with balance top-up functionality.
4. Partner Offers: Partnership revenue through promotional offers with TV4 Play, Nextory (70 days free), VR trains, MySafety cancellation insurance, and Swedbank Pay flexible payments.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Showtic operates an online ticket booking platform that sells live entertainment tickets directly from event organizers to consumers for theater, musicals, concerts, family shows, comedy, stand-up, buskis/fars, dinnershows, and Christmas shows across 12+ Swedish venues. The core service is complemented by digital gift cards, hotel + show packages through Nöjesresor, dedicated group and corporate bookings, and curated partner offers with flexible Swedish payment options.

Product overview

Showtic operates as a unified B2C ticket marketplace for live entertainment experiences across Sweden, combining a core ticket sales platform with several complementary service modules. The core product is the ticket booking system (Biljettförsäljning), which connects customers directly with event organizers for purchasing tickets to theater productions, musicals, concerts, family shows, comedy performances, stand-up, buskis/fars, dinnershows, and Christmas shows. The product portfolio includes add-on services: Presentkort (gift cards via Shortpass) for flexible gifting, Hotellpaket (hotel packages via Nöjesresor) for bundled accommodation experiences, Grupp- och företagsbokning for group bookings of 10+ attendees, and Partnererbjudanden offering partner discounts and services. Customer support is provided through dedicated service channels. The platform distributes tickets for performances at major Swedish venues including Rondo (Gothenburg), Oscarsteatern, Intiman, China Teatern, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Biljettförsäljning (Ticket Booking Platform) Primary online ticket booking platform where customers purchase tickets directly from event organizers for theater, musicals, concerts, family shows, comedy, stand-up, buskis/fars, dinnershows, and Christmas shows across 12+ Swedish venues including Rondo (Gothenburg), Oscarsteatern, Intiman, Lorensbergsteatern, China Teatern, Vallarnas Friluftsteater, and others.
• Presentkort (Digital Gift Card) Digital gift cards valid for one year from purchase, redeemable for performances at partner venues including China Teatern, Oscarsteatern, Intiman, Vallarnas friluftsteater, and others. Supports balance top-up with automatic validity extension when recharged, and corporate orders of 10+ cards.
• Hotellpaket (Hotel Package) Bundle package combining show tickets with hotel accommodation near the venue and breakfast, offered in partnership with Nöjesresor.se. Packages range from 1,095 SEK (Kul i Lövvik) to 1,995 SEK (Oh What a Night).
• Grupp- och företagsbokning (Group and Corporate Booking) Specialized booking service for groups of 10 or more people, suitable for birthdays, kick-offs, client events, corporate hospitality, or office parties. Includes a dedicated inquiry form and tailored show recommendations.
• Partnererbjudanden (Partner Offers) Curated partner offers bundled with ticket purchases, including streaming subscriptions (TV4 Play, Nextory), train travel (VR), hotel packages, cancellation insurance (MySafety), and flexible buy-now-pay-later payments (Swedbank Pay).

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Moment GroupcoreStrategic or Co-development Partner · 1 January 2012Moment Group is the parent company of Showtic. Showtic operates as part of the Moment Group umbrella, leveraging their established relationships with Swedish theaters and entertainment venues. Moment Group's portfolio includes multiple ticketing and entertainment brands.
• NöjesresorcoreGTM or Marketing PartnerNöjesresor.se is the hotel package partner for Showtic, offering bundled bookings that combine show tickets with hotel accommodations near venues. Packages include tickets plus overnight stay and breakfast buffet, ranging from 1,095 SEK to 1,995 SEK.
• TV4 PlayminorGTM or Marketing PartnerPartnership offering Showtic customers discounted access to TV4 Play Plus streaming service. TV4 Play offers exclusive premieres and episodes before others.
• NextoryminorGTM or Marketing PartnerDigital streaming service for audiobooks and e-books. Showtic customers receive 70 days free subscription to Nextory as a partner offer.
• VR (Vy)minorGTM or Marketing PartnerSwedish railway company offering train travel between Stockholm and Gothenburg. Showtic customers receive 10% discount on train bookings. Partner offer for transportation to shows.
• MySafetyminorGTM or Marketing PartnerCancellation insurance provider. MySafety offers refund protection for ticket costs if customers need to cancel events they have booked.
• Swedbank PaycoreTechnology or IntegrationPayment processing partner offering flexible payment options. Swedbank Pay enables 'Book now, pay later' functionality allowing customers to spread payments for show experiences.
• Microdeb / ShortpasscoreTechnology or IntegrationTechnology provider for digital gift card infrastructure. Shortpass system enables digital gift card delivery, balance checking, and top-up functionality for Showtic's gift card program.
• KungsportshusetcoreStrategic or Co-development PartnerGothenburg venue transforming into an experience and event destination. New partnership for hosting shows and events at the historic venue in central Gothenburg.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• AXS: AXS is a global primary ticketing platform with venue partnerships for concerts, theater and live events - directly comparable to Showtic's primary ticketing and box-office model.
• Eventim: Eventim is Europe's largest primary ticketing operator, directly comparable to Showtic in offering consumer ticketing for theater, concerts and live events with venue-partnered distribution.
• Nortic: Nortic operates a Nordic box office and ticketing network for cultural and entertainment venues, providing primary ticketing infrastructure that directly competes with Showtic for venue-side relationships in the Nordics.
• Ticketmaster (Sweden / Ticnet): Ticketmaster (which absorbed the legacy Ticnet brand in Sweden) is the largest direct primary ticketing peer to Showtic, covering concerts, theater, sports and live events across Sweden with a very similar buyer value proposition.
• Tickster: Tickster is a Swedish/Nordic primary ticketing platform serving concerts, theater, sports and live events - a head-to-head competitor to Showtic in the same geographies and event categories.
• See Tickets: See Tickets is a European primary ticketing provider for music, theater and live events, comparable to Showtic in its consumer-facing, venue-partnered primary ticket sales model.

Regional players

• KulturDirekt: KulturDirekt is a Swedish platform for cultural and entertainment ticket discovery in Sweden, comparable to Showtic as a regional discovery/listing destination for live events in the Swedish market.

Emerging players

• DICE: DICE is a mobile-first primary ticketing and discovery app for live music and events - a comparable consumer ticketing experience with overlapping target customers, although focused more on concerts/club events than theater seat inventory.
• Fever: Fever is a discovery and ticketing marketplace for experiences and live events; partially comparable to Showtic in driving consumer demand for live entertainment, but broader in scope (festivals, immersive experiences).

Broad incumbents

• Live Nation Entertainment: Live Nation operates a broad portfolio of ticketing, promotion and venue businesses including Ticketmaster; comparable to Showtic as an integrated live-entertainment platform, though much larger and more diversified.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ShowticTV
• Facebookfacebook.com/Showtic
• LinkedInlinkedin.com/company/showtic
• Instagraminstagram.com/showtic
• TikToktiktok.com/@mrshowtic
• Xx.com/showticservice

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Showtic