What Ponominalu.ru does

Ponominalu.ru, founded in 2010 and headquartered in Moscow, is a Russian online event ticketing aggregator that sells tickets to concerts, theater performances, musicals, stand-up comedy, sports events, cinema, exhibitions, excursions, festivals, and children's entertainment across Moscow and other Russian cities. The platform was acquired by PJSC MTS, one of Russia's largest telecom operators (publicly traded on the Moscow Exchange), in 2020 and now operates as part of the MTC Live ecosystem under the legal entity OOO MTS Layv at the live.mts.ru domain. Ticket prices range from 300 RUB for budget events such as stand-up and children's theater to 8,400 RUB for premium events like the IX Crypto Summit, with average concert tickets priced between 1,000 and 3,000 RUB.

The platform is built on a web-based ticket booking architecture with native iOS and Android mobile applications delivering QR-code tickets. It aggregates inventory from a broad set of venues including Luzhniki Olympic Complex, MDM (Moscow House of Youth), Theater on Tsvetnoy Boulevard, Theater Mask, Theater of Operetta, Sovremennik Theater, and various jazz clubs and concert halls. The company also vertically integrates upstream by operating its own MTS Live Hall concert venue in Moscow. Distribution is digital-first across self-serve consumer channels, supplemented by a dedicated corporate sales portal and a B2B organizer portal that allows event organizers to list and manage inventory. Recommendation technologies are applied for personalized event discovery, and the platform accepts Pushkin Card payments (a Russian government-subsidized program for youth cultural purchases) as well as gift cards.

Revenue is generated primarily through transaction fees on ticket sales, with the platform acting as an information intermediary between venues/organizers and buyers. The primary customer segment is individual event attendees purchasing tickets directly through the website or mobile app; corporate clients seeking tickets for employee entertainment and team outings form a secondary segment served through the dedicated corporate sales channel. The operating entity employs 51-100 people and is consolidated within PJSC MTS, with no separate revenue or ARR disclosed.

Name

Ponominalu.ru

Legal name

OOO «MTS Layv» (ООО «МТС Лайв»)

Website

https://ponominalu.ru

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Ponominalu.ru is a Russian online ticketing aggregator, acquired by PJSC MTS in 2020 and operating as MTC Live, selling concert, theater, sports, and event tickets across Russian cities via web, mobile apps, and corporate channels.

Ownership category

akta.pro rank

Product category

Online Event Ticketing Marketplace

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ticketing Platforms & Primary Ticketing (MPAIAFAD)

akta.pro secondary industries

Primary Ticketing Platforms & Box Office Systems (MPAGAJAA), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Event Discovery, Listings & Calendar Platforms (MPAGAJAL)

Keywords

• Online event ticketing
• Concert ticket sales
• Theater ticket booking
• Live entertainment marketplace
• Mobile ticket purchasing

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Ticket Sales Commission: Platform acts as an intermediary for ticket sales, charging transaction fees on tickets sold for various events including concerts, theater performances, musicals, stand-up shows, and other entertainment events. The platform aggregates inventory from multiple venues and organizers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels1 record

Core offering

MTS Live (formerly Ponominalu.ru) operates a Russian online ticketing marketplace aggregating tickets for live events including concerts, theater performances, musicals, stand-up comedy, sports, cinema, exhibitions, excursions, festivals, and children's entertainment across Moscow and other Russian cities. The platform serves individual consumers via a self-serve website and mobile apps, while also providing a corporate sales channel for bulk buyers and a B2B portal for event organizers and venues to list inventory.

Product overview

МТС Live is an event ticketing platform operated by ООО «МТС Лайв» under ПАО «МТС». The platform serves as a comprehensive marketplace for purchasing tickets to live events including concerts, theater, musicals, standup comedy, cinema, sports, festivals, exhibitions, and children's events. It operates the МТС Live Холл (MTS Live Hall) concert venue in Moscow and offers mobile applications for iOS and Android. The platform aggregates events from various venues and organizers across Russian cities, providing personalized event recommendations and a gift card system.

Differentiator

Problem solved

Functional benefit

Products and services

• MTS Live (МТС Live) Consumer Ticketing Platform

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Venue PartnerscoreOthersPlatform aggregates tickets from numerous Moscow venues and event spaces including МТС Live Холл (company's own venue), Luzhniki Olympic Complex, MDM (Moscow House of Youth), Theater on Tsvetnoy Boulevard, Theater Mask, Theater of Operetta, Sovremennik Theater, and numerous jazz clubs and concert halls.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ticketland.ru: Ticketland.ru is a major Russian ticketing platform offering tickets to concerts, theater performances, and sports events, operating as a direct competitor to MTS Live in the Russian primary ticketing market.
• Kassir.ru: Kassir.ru is one of the largest Russian online ticket aggregators selling tickets for concerts, theater, sports, and entertainment events, competing head-to-head with MTS Live in the same primary ticketing category.
• Concert.ru: Concert.ru is a Russian concert and event ticketing service with comparable aggregator functionality across Moscow venues, directly overlapping with MTS Live's concert ticketing inventory.
• Yandex Afisha: Yandex Afisha is Russia's leading event discovery and ticketing platform, directly competing with MTS Live/Ponominalu.ru across concerts, theater, and cinema in the same Moscow and Russian cities with similar aggregator and recommendation features.

Others

• Yandex: Yandex is the parent ecosystem behind Yandex Afisha and provides broader traffic, maps, and payment infrastructure that powers Russian event discovery; it is comparable as an enabling ecosystem player whose super-app dynamics shape MTS Live's competitive landscape.

Broad incumbents

• Ticketmaster: Ticketmaster is the global leader in primary ticketing and live event box office systems, directly comparable in core ticketing-platform business model to MTS Live but operating as a much larger, broader incumbent with international scale.
• Eventim: Eventim is Europe's largest ticketing company and a global incumbent in primary ticketing platforms and box office systems, comparable to MTS Live in business model and core functionality though operating at much larger international scale.
• AEG Presents: AEG Presents is a major global live entertainment promoter and venue operator with its own ticketing infrastructure (AXS), making it broadly comparable to MTS Live's combination of venue ownership and ticketing aggregation.
• Live Nation Entertainment: Live Nation combines Ticketmaster's ticketing platform with concert promotion and venue ownership, mirroring MTS Live's vertical integration with MTS Live Hall while operating at vastly larger global scale as a broad industry incumbent.

Emerging players

• StubHub: StubHub is a leading secondary ticketing marketplace globally; while focused on resale rather than primary ticketing like MTS Live, it competes for the same consumer ticket-purchasing occasions in the live events category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ponominalu
• YouTubeyoutube.com/user/mtsofficial
• Facebookfacebook.com/mts
• LinkedInlinkedin.com/company/ponominalu-ru
• Instagraminstagram.com/mts_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

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 Ponominalu.ru