DICE launches in Scotland with FLY as new primary ticketing partner for Watchtower Group

26 April 2023 - Press release

DICE, the live event discovery platform, launches in Scotland as the new primary ticketing partner to one of the country’s biggest music promoters, Watchtower Group.

Watchtower recently announced its rebrand and restructure into a group following its biggest year to date. The company now has a wide range of events & festivals that sit within its portfolio, with more announcements soon to come.

The first events to go on sale via DICE will be its flagship FLY Open Air Festivals. The May edition takes place at Scotland’s finest stately home - Hopetoun House - welcoming 8,000 people per day. The September show takes place under the iconic backdrop of Edinburgh Castle, a UNESCO world heritage site welcoming 4,000 people per day.

DICE will also ticket the Watchtower Group’s club events and tours, which have welcomed FLY favourites including Denis Sulta, Ewan McVicar, LF System, Eclair Fifi & more. FLY has firmly established itself as one of the country's most successful club brands, having developed homegrown Scottish talent for the past 10 years. Many of the acts from the resident roster have gone on to become dance music superstars in their own right.

DICE’s discovery tools and social features recommend personalised shows for friends to enjoy together, helping fans to get out more and discover the best live events. DICE 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 its Discovery feature.

This partnership comes at a time of rapid expansion for both DICE and Watchtower. 2022 was the biggest year in DICE’s history, with over 55,000 artists and 10,000 venues and promoters using DICE to sell tickets to their shows. Last year was also Watchtower Group’s biggest to date, including the launch of Otherlands Festival, which was nominated as the UK’s best new Festival by DJ Mag. Founded as FLY in 2013 as a small club show, Watchtower has since grown exponentially, now selling over 100,000 tickets annually across its portfolio including events in Edinburgh, Glasgow, Ibiza, Barcelona and beyond.

Watchtower will be joining a growing DICE ecosystem of the world’s best independent promoters, venues and festivals, including Primavera Sound, DC10, Sonar, Avant Gardner and Night Tales.

Andrew Foggin, Global Head of Music at DICE said: “We've been following and admiring what Tom and his team have been building for years. They have a fantastic reputation with both the industry and fans. The atmosphere at their parties is unmatched. Partnering with events like FLY Open Air is the perfect way to build DICE's presence across Scotland and get fans out more."

Tom Ketley, Founder of Watchtower Group added: “We’ve admired DICE’s mobile-first technology for some time after using it as a fan. Their waitlist function and ability to notify customers with ease are what initially drew us in and the way in which their social features connect fans together will really help our fanbase engage more with our brands. I’m excited for what the future holds for this partnership.’’

DICE is on a mission to create a better ticketing experience

Since its launch in 2014, DICE has changed how fans discover and attend events all over the world. Its easy-to-use app locks tickets to smartphones, eliminating ticket touts while ensuring fair and transparent pricing. DICE also offers a Waiting List which gets activated when a show sells out. This gives fans the chance to enjoy events at a fair price without engaging in secondary resales, whilst helping artists and promoters like Watchtower Group to benefit from hosting sold out events.