SM Prime Holdings partners with global ticketing company Ticketmaster to launch “SM Ticketmaster,” marking Ticketmaster’s entry into the Philippines. According to SM Prime, the new venture takes over the ticketing services currently offered through SM Tickets. SM Prime president Jeffrey Lim says the transition is intended to improve the ticketing experience by making it more reliable, secure, and convenient. The company frames the move as aligning with growing demand for live entertainment in the country. Under the partnership, Ticketmaster’s platform and capabilities are incorporated into the operations formerly handled through SM Tickets, resulting in a rebranded service for customers. The announcements from the outlets describe the change as a takeover and integration of services rather than the creation of a separate, standalone ticketing brand. The launch is presented as part of SM Prime’s broader role in entertainment-related offerings through its mall and retail ecosystem.