London Theatre Direct
London Theatre Direct is one of the leading online platforms for live entertainment ticketing in Europe, offering millions of customers seamless access to theatre performances across the UK. With a focus on innovation and user experience, the company connects audiences with productions through both B2C and B2B channels.
To maintain its strong market position, London Theatre Direct relies on a powerful and flexible technology platform — one capable of managing large-scale ticket distribution, complex partner integrations, and continuous real-time operations in a highly competitive environment.
Challenge
The ticketing industry requires instant data exchange with multiple suppliers, strict uptime, and the ability to handle thousands of concurrent transactions. London Theatre Direct’s existing system faced challenges in scalability, integration, and automation as the number of partners and users grew.
The client needed a modern, modular solution that could integrate with over 20 third-party systems — including theatre suppliers, marketing platforms, and payment gateways — while ensuring stable, load-balanced performance across multiple environments.
Our Approach
ITIXO designed and built a comprehensive ticket distribution platform, serving as the backbone of London Theatre Direct’s B2C and B2B operations. The solution includes a consumer-facing web application, B2B partner portal with public APIs, administrative interface, and dozens of supporting backend and console applications.
The architecture consists of independent web services, API layers, and Azure Functions running in a hybrid environment (on-premises + cloud). Fully automated deployments, asynchronous data processing, and robust API integrations ensure reliability, scalability, and continuous operation under heavy load.
Result
The new platform has enabled London Theatre Direct to scale its ticket sales to millions of transactions per year, offering a smooth experience for end users and partners alike. Integration with theatre systems, marketing tools, and global payment gateways has streamlined operations and expanded the company’s distribution capabilities.
Thanks to the hybrid architecture, automated deployment pipelines, and flexible service design, the system can quickly adapt to new partners, campaigns, and market needs — securing London Theatre Direct’s position as a leader in digital ticketing.
Key Deliverables
End-to-end ticket distribution platform for B2C and B2B channels
Integration with 20+ external systems (Spektrix, Tixly, Ratehawk, Eagle Eye, Mailchimp, Twilio, Stripe, etc.)
Hybrid infrastructure (on-prem + Azure + Cloudflare)
Fully automated deployment pipelines and multi-environment setup
Scalable architecture with load balancing and asynchronous communication
Modular web applications (React, WebForms, .NET, Python) and web APIs for partners
