Powering the King's Birthday Parade and royal events.

The challenge

What needed to change.

One of the UK’s highest-profile public events brings together global demand, complex seating and allocations, dignitaries, security screening, payments, customer care and live operations. The original paper-led process needed to become a secure digital service that could scale without losing the control, compliance or personal support the event requires.

The challenge was also to improve how audiences are understood and engaged, how information is communicated before the event, and how leadership and security teams see what is happening in real time.

The work

From audience strategy to event-day operations.

• AUDIENCE STRATEGY, DATA & ENGAGEMENT

  Advise the MOD and partner charities on audience strategy, segmentation, GDPR and reactivation of previous event-goers. We also shape guest communications to manage expectations and footfall, improve the experience and reduce avoidable customer-care demand.

• BOOKING, TICKETING & PAYMENTS

  Provide the complete booking, ticketing and payment solution, including complex seating and allocations, ballots, guest lists, VIP workflows, back-office administration and customer-care tools. SPIKA also selects, integrates and manages the card acquirer and payment gateways as part of the fully managed service.

• GUEST EXPERIENCE, SECURITY & LIVE OPERATIONS

  Support the guest journey from booking through arrival with digital ticketing, access management, scanning and event-day customer care. Real-time dashboards give leadership and security teams live visibility, while we train Household Division and other relevant military personnel in ticket scanning, guest handling and event-day operations. The service also supports police screening and security requirements.

• MANAGED PLATFORM & CONTINUOUS DELIVERY

  Host and operate the platform in AWS as a fully managed service with SLA-backed support, monitoring and ongoing development. Independent code and application security scanning supports PCI-DSS compliance, while continued consultancy and optimisation keep the service aligned with changing event, security and guest requirements.