TodayTix, a ticket resale marketplace focusing on the theater, announced its acquisition of Broadway Roulette on May 6. This acquisition will have Broadway Roulette retained its own branding and website.
Broadway Roulette was founded in 2016 with the mission to make it fun and easy to buy Broadway shows’ tickets. Users can select a date, the number of tickets, and their preferences on its platform. Then the platform’s algorithm pairs them with tickets to a surprise show that matches their criteria — all for an affordable price.
“As a business, we’re on a mission to find a seat for everyone,” said TodayTix CEO Brian Fenty in a press release. “That often requires finding new audiences through innovative technologies and unique, but established, communities.”
Fenty also said that Broadway Roulette’s team was exceptional and they are always looking for this kind of new voice to their company.
Broadway Roulette co-founder Elizabeth Durand Streisand said the company aims to gamify the ticket-buying experience so that people could have more opportunities to watch shows more frequently.
“We have always admired TodayTix as a driver of innovation in the theater industry,” Streisand said. “We believe that joining TodayTix Group will allow Broadway Roulette to expand our innovative model to other geographies and verticals, while strengthening our capabilities and reach within Broadway.”