Dice has launched DICE Extra, the first product of a new in-app marketplace

The much-anticipated marketplace was announced in May this year, and the first product to be rolled out will be DICE Extra. The innovation will allow artists to sell “enriched experiences and auxiliary goods” linked to events directly to their fans. In a nutshell, DICE Extra will be seamlessly integrated into the ticketing platform to help artists “create, manage, report on, and market their add-ons” to their audience.

Overall, the product will include the following features:

• Experiences: meet-and-greets, VIP upgrades, area passes, access to after-parties, and the ability to skip lines at events

• Transportation and Accommodation options: coach and bus services, parking passes, and camping area passes

• Food and Drink: the ability to acquire food and both alcoholic and non-alcoholic drinks

• Merchandise: festival, venue, and promoter merch items

DICE Extra is set to launch first in the UK and USA this July, and the UK-based company will enjoy the support of its new VP of Commerce, Jack Driessen (who previously worked with Whatnot, Saturdays NYC, and Tommy Hilfiger).

Driessen’s role in the company will be to guide and streamline the entire launch of DICE marketplace, which will reportedly increase artists’ revenue by an unbelievable 30%.

Launched in 2014, DICE has had a prosperous business journey so far. Last year, the company reported that over 55,000 artists and 10,000 venues and promoters used the app across 30+ cities in 2023. Additionally, in 2020, DICE successfully expanded into the live-streaming business.

In 2021 and 2023, the ticketing platform raised almost $200 million in funding rounds, further promoting its expansion and growth. Their most recent product, Merch on DICE, was launched in 2021, allowing musicians and artists to run time-limited “product drops” ahead of live gigs.