DICE and Troxy extend primary ticketing partnership

30 March 2023 - Press release

DICE, the live event discovery platform, has renewed its five-year primary ticketing partnership with Troxy, the Grade II Art Deco-listed venue in East London. The agreement means DICE will continue to be the official, primary ticketing partner for all Troxy shows.  

Building on the success of the last five years, DICE and Troxy remain committed to collaborating on diverse programming and creative marketing campaigns to showcase an eclectic mix of international and homegrown talent at the venue. Fans will continue to have access to the venue’s sell-out range of events on DICE, including psych rock legends, The Flaming Lips, world-renowned DJ Diplo, queer punk pioneers, Le Tigre, and progressive rock group The Mars Volta amongst others.  

Earlier this year, DICE and Troxy saw great success working together to help artists like Four Tet, Fred again.. and Skrillex host last-minute surprise shows for fans. The artists announced the shows on the same day as the event and thanks to the programming set in place by DICE, they seamlessly sold 2,000 tickets to fans in 16 seconds.  

Troxy is a vital part of East London’s history. The award-winning independent venue was originally opened as a cinema in 1933 before it was converted into a live events space in 2006. Over the decades, Troxy has hosted legendary acts such as Jarvis Cocker, Patti Smith, Kano, Biffy Clyro, Robbie Williams, Stereophonics, London Grammar and the NME Awards. 

Sam Ricketts, Account Director at DICE said: “We’re delighted to continue our partnership with such a well-loved venue like Troxy. Their programming is exceptional, showcasing world-renowned acts like Dexta Daps and Disclosure to LGBTQIA+ friendly events with Buttmitzvah. Like DICE, Troxy is all about the fan experience, ensuring that fans of all genres are catered for and have the best night out. We can’t wait to support them in the coming years and see what else we can do together for live shows.” 

Simon Eaton, Head of Live at Troxy said: “When we initially partnered with DICE, we shared a common goal to put fans first and push touts out. Our partnership propelled us into a new digital era for the business where we became the world’s largest mobile-only and tout-proof venue. Five years on, we’re proud of our work together and look forward to collaborating on more programming, campaigns and technology for fans to enjoy.” 

Fans can continue to discover the wide range of music concerts and comedy shows at the iconic independent venue and book their tickets quickly and securely via the DICE app. For sold-out shows at Troxy like Yard Act and the ultimate queer Jewish party, Buttmitzvah, fans can use DICE’s Waiting List to enjoy events at a fair price without engaging in secondary resales, whilst helping Troxy and its line-up of acts to continue benefiting from hosting sold-out events. 

DICE makes it easy to discover the best events in London

As part of its mission to get fans out more, DICE will work alongside Troxy to ensure fans can discover the best live events in London using its Discovery tool, which recommends personalised events and suggested shows for friends to enjoy together. The feature utilises algorithms as well as Spotify and Apple Music integration to learn what each fan loves. As a result, over 40% of DICE’s sales come via Discovery.