Biometric technology provider Wicket has expanded its global presence by launching facial authentication entry lanes in Australia, marking the company’s first deployment in the market. The system is now live at GMHBA Stadium, where Geelong Cats have adopted Wicket’s Express Members Lanes following a successful 2024 pilot program.
Integrated with Ticketmaster, the opt-in platform enables fans to link their tickets with a selfie and pass through stadium gates in under five seconds per group. Member adoption grew by approximately 500 percent across Geelong’s AFL home games in 2025, prompting expansion to AFLW fixtures and additional rollout plans for 2026.
“As a Club, we have a focus on delivering memorable matchday experiences for our members, and creating a quicker, more convenient and seamless entry into GMHBA Stadium is one way to help us achieve that,” said Hayley Kirkpatrick, Chief Customer Officer at Geelong Cats.
Wicket’s expansion into Australia follows a string of major U.S. deployments. The University of Florida became the first college program to integrate Wicket’s Express Entry system for its 2025 football season, while Los Angeles FC introduced the platform for both entry and concessions at BMO Stadium earlier this year. Wicket also won top honors at the 2025 Golfweek Tech Lab, underscoring industry recognition of biometric adoption in sports venues.
To address privacy concerns, Wicket’s system converts faces into mathematical templates rather than storing images, processes authentication locally on devices, and encrypts all data in transit and at rest. Participation remains voluntary, with standard entry options available for those who do not opt in.
In Australia, biometric information is classified as “sensitive” under the Privacy Act 1988, requiring specific consent and safeguards. The Office of the Australian Information Commissioner (OAIC) has issued detailed guidance for commercial use of facial recognition, which Wicket’s deployment in Geelong is designed to align with.
The expansion reflects Wicket’s growing role in transforming venue access across global sports and entertainment, as biometric authentication continues to move from pilot programs into mainstream adoption.
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By the ID Tech Editorial Team
