ActiveTickets
ActiveTickets (Cramgo BV) is a Utrecht-based SaaS platform that provides modular ticketing, POS, scanning, and marketing-automation software to cultural organizations in the Netherlands and Belgium, processing 10M+ tickets per year.
- Company typePrivate
- Founded2000
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ActiveTickets does
ActiveTickets is the commercial brand of Cramgo BV, a privately held Dutch SaaS company founded in 2000 and headquartered in Utrecht. It provides a modular, cloud-based ticketing platform purpose-built for the cultural sector, with its primary market in the Netherlands and Belgium and selected international deployments (notably the Holland Heineken House at multiple Olympic Games from 2008 through 2016). The platform is organized around a core Backoffice/Webshop system for ticket and program management, complemented by on-site modules (Boxoffice POS, Boxoffice Mini mobile POS, Scanners & ScanApp, ticket kiosks), marketing and analytics modules (ActiveDashboards BI, ActiveMailer), and event planning (ActivePlanner). It integrates with the dominant Dutch and Belgian cultural pass systems, including Cineville, VIP-KAART (VriendenLoterij/VSCD), Museumkaart (Museumvereniging), and Rotterdampas, as well as payment providers (iDEAL via Rabobank, Adyen).
The company generates revenue primarily through annual subscription contracts priced per organizational scale and module set, with no per-user license fees for system users. Go-to-market is direct sales via dedicated account managers, supplemented by website-driven demo requests, customer days, inspiration events, webinars, and content marketing aimed at the cultural vertical. ActiveTickets sells more than 10 million tickets per year across its customer base, which spans theaters, film houses, festivals, museums, libraries, music venues, and recreation organizations; named customers include Museon-Omniversum, IDFA, Oerol, de Parade, Theater Sneek, Rialto, and Lux Nijmegen. The platform handles enterprise-scale peak loads, as demonstrated by 8 million tickets and 3 million transactions at the 2016 European Athletics Championships.
ActiveTickets firmographics
Firmographics- Name
- ActiveTickets
- Legal name
- Cramgo BV
- Website
- https://activetickets.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ActiveTickets (Cramgo BV) is a Utrecht-based SaaS platform that provides modular ticketing, POS, scanning, and marketing-automation software to cultural organizations in the Netherlands and Belgium, processing 10M+ tickets per year.
- Ownership category
- akta.pro rank
Where ActiveTickets is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
ActiveTickets business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations, Others
Revenue model
- SaaS Ticketing Platform Subscription: ActiveTickets operates as a SaaS ticketing platform providing subscription-based access to its modular ticketing system (Backoffice, Boxoffice, Webshop, ActiveDashboards, ActiveMailer, ActivePlanner, Scanners). Organizations pay for access to the platform, with no per-user license fees for system users, and pricing is customized based on organizational scale and required modules.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on modules, scale, and organization type |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
ActiveTickets product offering
Product offeringCore offering
ActiveTickets provides a modular, cloud-based SaaS ticketing platform for cultural-sector organizations covering the full ticket lifecycle: online ticket sales via a customizable webshop, cloud-based Boxoffice point-of-sale, ticket scanning and access control, email marketing and marketing automation, business intelligence dashboards, and visual event planning. The platform is sold primarily through annual subscriptions with dedicated account managers, and integrates via Open API with cultural passes, payment providers, CMS, and CRM systems.
Product overview
ActiveTickets is a modular ticketing platform that provides a complete ticketing ecosystem for cultural and recreational organizations. The platform consists of a core system (Backoffice and Webshop) for managing tickets, products, and programs, complemented by specialized modules including ActivePlanner for visual programming, ActiveDashboards for business intelligence, ActiveMailer for email marketing, and ActiveHoreca & Retail for point-of-sale operations. On-site solutions include Boxoffice POS, Boxoffice Mini mobile POS, Scanners & ScanApp, and Ticket Kiosks. Additional modules cover loyalty programs (Vriendenpas), member management (Ledenmodule), and digital wallet functionality (ActiveWallet). All modules are integrated within a single system with Open API connectivity for external system integrations.
Differentiator
Problem solved
Functional benefit
Brands
- ActivePlanner: Visual and interactive planner for programming performances on a flexible timeline with drag-and-drop functionality.
- ActiveDashboards
- ActiveMailer
- Boxoffice
- Boxoffice Mini
- Scanners & ScanApp
- ActiveZuilen
- ActiveWallet
- ActiveScan
- ActiveMobile
- ActiveSocial
- ActiveHoreca & Retail
Products and services
- Backoffice Ticketing Management System
- Webshop (Online Ticket Shop)
- Boxoffice Point-of-Sale System Cloud-based point-of-sale system for on-site ticket and product sales at cultural venues, with a modern user experience and future-ready cloud architecture.
- ActivePlanner Visual and interactive event planning module with drag-and-drop functionality, Excel export, and direct link to ticket sales. Supports organizations with multiple member groups and shared locations.
- ActiveDashboards Business Intelligence Business intelligence dashboard providing real-time insights into ticket sales, visitor data, conversion, retention, and engagement, with audience segmentation and marketing automation flows.
- ActiveMailer Email Marketing and Automation Email marketing and marketing automation tool integrated with the ticketing platform, enabling personalized service messages and campaigns triggered by purchase behavior.
- Scanners & ScanApp Ticket Access Control Ticket scanning solution using the ScanApp, mobile scanners, or USB scanners for fast and accurate door access control, with offline scanning capability for events in locations without internet connectivity.
- ActiveZuilen (Self-Service Ticket Kiosks) Self-service ticket kiosks for on-location ticket purchases, enabling visitors to purchase tickets without staff assistance.
- ActiveHoreca & Retail Module Point-of-sale module combining ticket sales, hospitality, and retail product sales in one system with a touchscreen cashier interface, supporting barcodes, custom product keys, and integrated reporting.
- ActiveWallet Digital Wallet Online and offline digital wallet for credit and vouchers, supporting organizational self-management of cash flow and inter-organizational sharing of credit.
- Ledenmodule (Centralized Members Database) Centralized member database for multi-venue or multi-organization management, enabling reporting, programming, and marketing across locations while preserving the autonomy of each venue.
- ActiveMobile Mobile Ticketing Mobile ticketing solution enabling visitors to order and pay for tickets via smartphone.
- ActiveSocial Social Login and Sharing Social login and sharing feature allowing visitors to log in via Facebook, Google+, or Twitter, providing insight into sharing, booking, and sales channel data.
Quantifiable outcome
- 10 million+ tickets sold annually across the platform
- +3 more outcomes
Companies that use ActiveTickets
Customer profileNamed customers21 records
Segments7 records
Ideal customer profiles5 records
ActiveTickets technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature16 records
ActiveTickets partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- VriendenLoterij (Friends Lottery)coreActiveTickets integrates with the VIP-KAART issued by VriendenLoterij in partnership with VSCD. The card provides cultural venue visitors with discounts and benefits, and ActiveTickets provides the seamless online validation via a dedicated checker tool. Several ActiveTickets customers (Theater De Speeldoos Baarn, Aan de Slinger, Theater Ins Blau, Theater Sneek) participated in the pilot.
- VSCD (Vereniging van Schouwburg- en Concertgebouwdirecties)coreVSCD partnered with VriendenLoterij to issue the VIP-KAART for member theaters. VSCD membership (plus ANBI status) is required for venues to participate in the VIP-KAART initiative supported by ActiveTickets.
- Museumvereniging (Museum Association)coreActiveTickets integrates with the Museumkaart issued by the Museumvereniging, supporting the lending of the card during Museumweek and year-round admission. The platform handles validation and reporting for museum pass holders.
- RotterdampascoreActiveTickets and Museon-Omniversum collaborated with Rotterdampas to enable online validation of the Rotterdampas using a PIN code at the point of ticket purchase, eliminating the need for offline scanning at the venue. This pilot can be extended to other pasuitgevers and action partners using ActiveTickets.
- XafaxminorActiveTickets collaborated with Xafax to host a free webinar for library organizers on topics including digital accessibility, privacy, and AVG compliance for activity registration and participant management.
- RialtocoreRialto collaborated with ActiveTickets to develop and refine the cinema version of the ticketing platform starting in 2010, alongside earlier work with 't Hoogt, contributing to ActiveTickets' specialized offering for the film sector.
- CinevillecoreActiveTickets provides the scanning, validation, and linking technology for the Cineville pass, which started with 13 film theaters in Amsterdam and grew into a nationwide cultural pass. This is a deep technical integration enabling Cineville subscribers to use their pass at partner theaters.
- Holland Heineken HouseminorActiveTickets managed ticket sales for the Holland Heineken House during the Beijing 2008 Olympic Games and continued at multiple subsequent Olympic editions through Rio 2016. A partner handled the on-site operations.
- RabobankcoreIn partnership with Rabobank, Doornroosje became one of the first cultural organizations to offer iDEAL payment for online ticket sales, making online ticket purchasing accessible and trusted in the cultural sector.
- Toelnit (Toel New Information Technologies)minorCramgo originated as part of Toelnit, an internet bureau that built websites for cultural organizations including Chassé, 013, Doornroosje, and Bibelot — the foundation for subsequent ticketing partnerships and the development of ActiveTickets.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
ActiveTickets competitors and assessment
Company assessmentDirect peers
- Eventix: Dutch ticketing platform focused on clubs, festivals and events across the Netherlands and Belgium, offering online ticket sales, scanning and POS. Directly comparable as a same-geography, same-vertical competitor to ActiveTickets' event ticketing solutions.
- Spektrix: UK-based SaaS ticketing, CRM and marketing platform built specifically for arts and cultural organizations (theaters, galleries, museums). Directly comparable product/market fit to ActiveTickets' cultural-sector vertical specialization.
- Tessitura Network: Unified CRM/ticketing platform purpose-built for arts and cultural organizations, with deep subscription, membership and donor management features. Comparable to ActiveTickets as a vertically-specialized cultural ticketing SaaS at scale.
- Patronbase: UK-based SaaS ticketing and CRM platform for theatres, sports venues, visitor attractions and cultural organizations. Closely matches ActiveTickets' combination of ticketing, CRM, marketing and membership tooling for cultural venues.
- AudienceView: Ticketing, CRM and commerce platform serving performing arts venues, sports organizations and attractions globally. Comparable to ActiveTickets in targeting cultural and entertainment venues with integrated ticketing and audience management.
- Stager: Dutch ticketing and event management platform used by venues, festivals and promoters. Closely comparable as a Netherlands-based ticketing SaaS competitor targeting cultural and live event verticals.
Broad incumbents
- Eventbrite: Global self-service event ticketing platform covering a broad range of event types. While not specialized in the Dutch cultural sector, it competes for the same cultural SMB events and offers a freemium alternative to ActiveTickets' bespoke-priced SaaS.
- Ticketmaster: World's largest ticketing platform with broad event coverage including concerts, sports and cultural events. Relevant as the dominant incumbent that cultural venues may turn to for reach, brand recognition and primary ticketing technology.
- Cvent (Ticketing): Large event management platform covering MICE events, registrations and ticketing. Comparable in providing enterprise ticketing technology, though its focus skews toward corporate/conference events rather than cultural arts.
- Etix: International ticketing provider offering online, box office and mobile ticketing solutions for venues, festivals and promoters. Comparable as a ticketing technology platform, though broader and less culturally specialized than ActiveTickets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
ActiveTickets social profiles
Digital presenceActiveTickets financial estimates
Financial estimateRevenue estimate
Valuation estimate
ActiveTickets leadership team
Management profileNumber of profiles
Profiles3 records
ActiveTickets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ActiveTickets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ActiveTickets
What does ActiveTickets do?
ActiveTickets provides a modular, cloud-based SaaS ticketing platform for cultural-sector organizations covering the full ticket lifecycle: online ticket sales via a customizable webshop, cloud-based Boxoffice point-of-sale, ticket scanning and access control, email marketing and marketing automation, business intelligence dashboards, and visual event planning. The platform is sold primarily through annual subscriptions with dedicated account managers, and integrates via Open API with cultural passes, payment providers, CMS, and CRM systems.
Is ActiveTickets a public or private company?
ActiveTickets is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ActiveTickets founded?
ActiveTickets was founded in 2000. It employs 11 to 50 people.
Where is ActiveTickets based?
ActiveTickets is headquartered in Utrecht, Netherlands, in the Europe region.
How does ActiveTickets make money?
One revenue line is on record: saaS Ticketing Platform Subscription.
Who are ActiveTickets's main competitors?
Direct peers on record are Eventix, Spektrix, Tessitura Network, Patronbase, AudienceView and Stager. Broad incumbents are Eventbrite, Ticketmaster, Cvent (Ticketing) and Etix.
Does ActiveTickets have an API?
Yes. ActiveTickets offers an Open API that enables integrations with CRM software, financial administration, planning tools, and marketing platforms. The API supports automatic data synchronization between the ticketing system and external systems, allowing booking data to flow automatically to accounting, visitor profiles to be enriched from the webshop, and campaigns in email tools to be triggered based on purchase behavior. The API is described as enabling future integrations without dependency on the software vendor for each new connection. Developer documentation is at Not specified.