Fewer empty seats: One simple feature changed the game for FC Copenhagen

FC København saw a measurable rise in released and converted tickets after a frictionless release flow was shipped inside their whitelabel fan app from Sportsinnovation reducing the number of vacant seats at Parken and improving the in-stadium atmosphere for every fan.

The problem: Tickets that go to waste, the atmosphere suffers and clubs loses money

Season card holders represent the backbone of a club's fanbase, but attendance rates are never 100%. Work commitments, travel, illness etc. Historically, this meant seats sitting empty even on nights when demand from other supporters was high.

Beyond the lost revenue opportunity, empty seats carry a direct cost to the fan experience. A half-full stand dampens atmosphere, reduces crowd noise, and undermines the home advantage that clubs rely on. For season card holders who do attend, looking across rows of vacant seats is a visible signal that something in the ticketing system isn't working.

The problem is not simply operational. it is experiential.

The root cause was friction. Releasing or transferring a ticket required either manual club intervention or a cumbersome web process that most fans simply wouldn't bother with. The path of least resistance was to do nothing and leave the seat empty.

Part of a broader wallet architecture

Ticket release does not exist in isolation. It is one capability within a complete wallet feature set built to cover the full lifecycle of a fan's tickets:

Outcome

FC København publicly attributed the growth in released and converted tickets to the app feature. The downstream effect is fewer empty seats. It hasboth a data dimension and an experiential one. Stands filled closer to capacity, atmosphere improved, and season card holders got a tangible reason to open the app even when they couldn't attend.

The design principle behind the feature was deliberate: reduce the cost of a 'good' action (releasing a seat so someone else can use it) to the point where the effort of not doing it exceeds the effort of doing it. Two taps. No login friction. Immediate confirmation.