Until now, sporting events, concerts, and really most ticketed events only allowed fans to purchase tickets until a certain point before the box office would close. Those tickets are generally sold at face value regardless of how far into the event the ticket was purchased.
Now with TicketSwift we're making tickets available during the entire event as it progresses. Ticket prices dynamically change so you truely get what you pay for. No more full-priced tickets halfway through an event.