About MAAG Moments

MAAG Moments is a leading live entertainment venue in Zurich, running a high-volume programme of concerts, musicals, cultural events and immersive experiences. Long show series alongside one-off events put constant pressure on ticketing operations.

The challenge

Before Smeetz, MAAG used a legacy ticketing system that required manual setup for every event. Employees walked through a complex set of steps to configure each ticket sale, and creating a promo code was slow work. Price changes were complicated, which made dynamic pricing impossible. The outdated interface also showed on the guest side, with a buying experience that no longer matched the venue's standards.

With such a dense programme, this meant heavy operational workload, slow reactions to demand, and a dated experience for staff and guests alike.

The solution

MAAG implemented the Smeetz platform as its end-to-end, fully white-label ticketing solution:

• Automated event setup. Manual configuration tasks are automated, cutting about 30 minutes per new event. Promo codes, once time consuming, now take minutes.
• Dynamic pricing. Prices adjust to time-to-booking and occupancy, the share of capacity already sold, in real time.
• Flex tickets. Guests can add a flexible rebooking option and change their ticket to another available date or time online, up to shortly before the event starts.
• Self-service kiosks. On-site sales run on the same platform as online sales, with seat-view images and venue maps in the booking flow.
• Centralised data and AI-powered support. Staff see sales data in real time and adjust pricing or inventory when needed. Guests get immediate booking assistance from the Atlas AI assistant, and personalised communications across every channel.

The results: 115,000 tickets sold online

Figures confirmed by the client (April 2026):

• 115,000 online tickets sold in the initial period after migrating.
• CHF 45,000 generated from 8,000 flex tickets.
• ~10% of all tickets sold via self-service kiosks.
• ~30 minutes saved per new event setup.
• 10% of flex ticket holders rebooked seamlessly.

Beyond the numbers, the team reports smoother workflows at every step, from setup to post-sale analysis, and fewer customer support enquiries now that the Atlas AI assistant answers routine questions immediately. Staff morale improved as manual setup work disappeared, freeing the team for higher-value tasks and more complex guest requests.

Guests feel the difference too. Seat-view images help them pick the ticket that fits, and the experience is the same whether they book on a computer, a phone or an on-site kiosk.

What they say

"Just do it and go for it! Great vision, smart features, and strong integrations. It simplifies so much."
Cyril Schneider, Head of Ticketing & Administration, MAAG Moments

"Smeetz makes my job easier and more fun."
Cyril Schneider, Head of Ticketing & Administration, MAAG Moments

What's next

The partnership keeps deepening. Dynamic pricing now runs on a full set of occupancy-based strategies across the programme, and MAAG and Smeetz are now collaborating on a new web project built with Smeetz Elements.

About Smeetz Elements

Smeetz Elements lets a venue embed the booking experience directly into its own website. Guests browse, pick their seats and pay without ever leaving the venue's site, in the venue's own branding, while Smeetz powers pricing, availability and payments behind the scenes.