Edinburgh-based ‘make it social’ is partnering with The Ticket Factory, one of the UK’s leading ticket agents and official box office of the NEC Group Arenas.

The partnership gives customers the opportunity to use of make it social’s software to book as a group but pay individually. The agreement is a first for UK arenas.

Those attending selected events at Arena Birmingham and the Genting Arena, two of the world’s top entertainment venues, will be able to benefit from the Scottish company’s unique technology.

Its individual payment system means the group organiser isn’t out of pocket; group booking sizes have been proven to increase markedly as a result.

“This announcement marks another major milestone for us,” said Eddie Robb, ‘make it social’ founder and chief executive. “It’s amazing to be working with such a big player and to see our software encouraging an increasing number of friends and families to get together in real life.”

Director of ticketing for The Ticket Factory, Richard Howle, added: “More than a third of our NEC Group Arena bookings are for three or more people, which highlights the strong social aspect of live events.

“We continue to leverage advancements in technology to provide the best purchasing journey possible for our customers. It’s great to be working with ‘make it social.’”