What Hoopla AS does

Hoopla AS is a Norwegian cloud-based ticketing platform that enables event organizers to create, sell, and manage tickets online without technical expertise. Founded in Trondheim in 2011 and organized as a private Norwegian aksjeselskap (organization number 997 312 368 MVA), the company serves a heterogeneous base of 3,500+ organizers across Norway, ranging from small volunteer-run clubs and non-profits to concert venues, hotels, festivals, military bands, and corporate sports bodies. In 2023, the platform processed tickets for over 10,000 events (roughly 200 events per week), distributed nearly 200,000 free tickets, and handled approximately 40,000 door sales.

The product is built around the Hoopla Billettsystem, a self-serve SaaS suite that bundles event-page creation, online ticket sales, payment processing (Nets/PayEx for cards, Vipps, SVEA for invoices, including business invoicing with credit checks), ticket distribution via email and SMS, an access-control mobile app for door staff, downloadable participant lists, capacity management, event templates, and continuous payout. An optional add-on integrates the Betala point-of-sale system for unified online and door sales. The platform's technology stack centers on Norwegian-developed cloud infrastructure, a public API for customer-data extraction, and no-code connectors to Make and Zapier, allowing organizers to plug Hoopla into CRMs and email-marketing tools. Recent feature additions include Ticket Groups (2024) for multi-day festivals and a GDPR-compliant consent-management system with API access (May 2025).

Hoopla monetizes via ticket transaction fees paid by the ticket buyer and added to the ticket price, with no subscription or platform fee. Fees are tiered by ticket price: 5 kr for tickets 0-100 kr, scaling up to a 5% take-rate (capped at ~6.25% with 25% VAT) on tickets above 1,100 kr, with free events charged 0 kr. Incremental revenue comes from payment-method surcharges (Vipps 9 kr, private invoice 29 kr, business invoice 80 kr, SMS delivery 4 kr), Betala door sales (5 kr per ticket), and 5% commission on add-on products. A freemium first-event campaign reduces acquisition friction. Distribution is entirely direct-online/self-serve, with marketing centered on content (blog articles, customer case studies, Trustpilot reviews) and organic social (Facebook, LinkedIn). The company has not disclosed any external funding rounds and appears to operate on founder/owner capitalization within Norway only.

Name

Hoopla AS

Legal name

Hoopla AS

Website

https://hoopla.no

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Hoopla AS is a Norwegian self-service cloud ticketing platform serving 3,500+ event organizers across Norway with online ticket sales, integrated payments, access control, and Betala POS for door sales across 10,000+ events annually.

Ownership category

akta.pro rank

Product category

Event Ticketing Software

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Convention and Trade Show Organizers (56192)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Primary Ticketing Platforms & Box Office Systems (MPAGAJAA)

akta.pro secondary industries

Ticketing Technology & Integrations (APIs, Plugins, Webhooks) (MPAGAJAF), Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG), Ticketing, Registration & Event Technology (Badging, Apps) (BPAFAGAL)

Keywords

• Online ticketing platform
• Event management software
• Ticket sales system
• SaaS ticketing solution
• Event registration platform

Headquarters

HQ city

Trondheim

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Transaction Fees: Hoopla charges a service fee added to the ticket price paid by the ticket buyer. The fee is tiered based on ticket price brackets, ranging from 5 kr for tickets 0-100 kr to 5% for tickets over 1100 kr. Free events are free of charge.
2. Additional Payment Fees: Additional fees for payment methods: Vipps (9 kr), invoice private (29 kr), invoice business (80 kr), SMS delivery (4 kr).
3. POS Sales Commission: 5 kr per ticket sold through Betala POS system at the door.
4. Add-on Sales Commission: 5% commission on add-on products/services sold with tickets.
5. Channel Sales Fee: 5 kr per ticket for sales through organizer-owned channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Hoopla AS operates a Norwegian-developed, self-service online ticketing platform that enables event organizers to create event sales pages, sell tickets online, process payments (card, Vipps, invoice), distribute tickets via email/SMS, control entry via a mobile access control app, and produce accounting documentation. An integrated point-of-sale system (Betala) supports door and merchandise sales, and the platform includes features for ticket categories, ticket groups, capacity management, participant lists, and GDPR-compliant consent management.

Product overview

Hoopla AS operates a unified ticketing platform for Norwegian event organizers. The core product is the Hoopla Billettsystem, a comprehensive online ticketing system that includes event creation, ticket sales, payment processing (card, Vipps, invoice), ticket delivery, access control, and accounting documentation. The platform is offered as a single integrated product with multiple built-in modules and features including ticket categories, ticket groups, participant management, consent handling, and capacity management. An optional add-on is the Betala POS system for door sales, which is fully integrated with the core platform. The platform serves over 3,500 Norwegian organizers handling more than 10,000 events annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Hoopla Billettsystem Cloud-based SaaS ticketing platform for Norwegian event organizers. Enables creation of event sales pages, online ticket sales, payment processing (card, Vipps, invoice), automatic ticket delivery via email/SMS, capacity management, sales reporting, refunds, and accounting documentation. Used by over 3,500 Norwegian organizers handling more than 10,000 events annually.
• Betala Kassasystem (Integrated POS) Norwegian point-of-sale system fully integrated with the Hoopla ticketing platform, enabling organizers to sell tickets and merchandise at the venue door using handheld cash registers. Connected to the same system as online sales for unified reporting. Charges 5 kr per ticket sold through the POS.
• Adgangskontroll (Access Control App)

Quantifiable outcome

• Over 3,500 Norwegian organizers use Hoopla
• +4 more outcomes

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core.

• BetalacoreTechnology or IntegrationFull integration with Betala POS (point-of-sale) system. Organizers can sell tickets at the door using Betala's handheld cash registers, with all sales connected to the same system. Enables unified reporting for tickets, food, and beverages. Commission of 5 kr per ticket sold through Betala.
• NetscoreTechnology or IntegrationPayment processor for card transactions (Visa, Mastercard). Handles payment processing for private individuals. Part of the standard payment infrastructure.
• SVEAcoreTechnology or IntegrationInvoice payment provider for business customers. Handles business invoice payments and credit checks. Part of payment infrastructure for B2B transactions.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Eventbrite: Global self-service ticketing and event technology platform serving organizers across 180+ countries. Operates as a broad incumbent in the Norwegian market cited by Hoopla as a direct competitor, with a much larger organizer base and similar PLG model but weaker Norwegian localization.
• Ticketmaster: World's largest primary ticketing platform with Live Nation's distribution and venue relationships. Serves as the dominant incumbent in primary live-event ticketing globally, including Norway, with deeper integrations to large venues but less suited to Hoopla's SMB/indie organizer segment.

Regional players

• TryBooking: Self-service ticketing platform serving Australia, New Zealand, Ireland, and the UK. Operates a similar self-serve, transaction-fee-based model for SMB event organizers but in different geographies than Hoopla.

Direct peers

• Universe (by Live Nation): Self-service event ticketing and management platform owned by Live Nation. Directly comparable to Hoopla's PLG, organizer-self-serve experience, and feature set (event pages, ticket categories, access control).
• TicketTailor: Self-service ticketing platform focused on small and mid-sized event organizers with transparent low-cost pricing. Closely comparable to Hoopla's SMB-focused, self-serve, transaction-fee-only model.
• TicketCo: Norwegian-developed ticketing platform serving the Nordic region with self-serve event registration, online ticket sales, and POS integrations. Direct competitor to Hoopla in the Norwegian/Swedish market for SMB event organizers, with overlapping feature set (online sales, access control, payment integrations).
• Billetto: European self-service ticketing platform focused on Nordic, UK, and German markets, originally Danish-built. Competes directly with Hoopla in the Scandinavian/Nordic SMB organizer segment with comparable transaction-fee pricing and self-serve onboarding.
• DICE: Mobile-first ticketing platform for live events with focus on concerts, festivals, and nightclubs. Targets a similar organizer/attendee experience with app-driven discovery and ticketing, and competes with Hoopla for larger venue and promoter accounts when expanding into the Nordic market.
• Tito: Simple self-serve ticketing platform serving independent event organizers globally with transparent pricing. Closely comparable to Hoopla's product approach — ease-of-use, self-serve onboarding, and developer-friendly tools — for SMB conference and event organizers.

Emerging players

• Pretix: Open-source ticketing platform widely used in Europe by conferences, festivals, and small organizers. Competes with Hoopla in the SMB European organizer segment, particularly for community and conference events with stronger open-source customization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HooplaBilletter
• LinkedInlinkedin.com/company/hoopla-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hoopla AS