Mr Birch said confirmation of variable pricing at three venues followed consultation with a range of key industry stakeholders and a series of trials during the 2013 Premiership Season.
Matches will be classified in five bands according to demand, with pricing and seating categories reflecting those classifications.
For high demand games (A-Games) at the MCG and Etihad Stadium there will be more price categories in order to better reflect the quality of seats in the venue. At medium and low demand games (B and C-Games) there will be less price categories applying across the available seating to ensure attending fans access better seats and therefore enjoy a better experience.
Mr Birch said confirmation of variable pricing at the three venues followed AFL analysis of the variable pricing that has applied across venues for several years.
"Variable pricing has been in place in the AFL industry for some time now with different venues around the country carrying different prices due to various factors.
"Our main objective is to give football fans the best venue experience possible whilst attracting as many people to matches as possible.
"Our analysis and trials last year have shown that this system will give fans more options and a clearer picture of their ticketing and seating choices. For low demand matches there will be better seats available at lower ticket prices, resulting in a better fan experience.
"A number of major sports in the United States have been applying variable pricing for many years, and fans in those markets have benefitted from having more choices available."
Mr Birch said the new structure recognises that demand for tickets to matches depends on a number of factors including competing teams, timeslots, current form, rivalry and historical sales and attendance.
"Classifying matches is about acknowledging the difference between higher and lower demand matches based on the factors fans take into consideration from week to week when they follow and support the game.
"We want our fans to have a clear understanding of the demand for matches and what they can expect when buying tickets or planning to attend a match."
Under variable ticketing, MCG and Etihad Stadium ticket prices will be the same regardless of whether they are pre-purchased or purchased at the gate and all ticket types will be available from the time of sale.
Variable pricing only applies to daily ticket purchases or reserved seat upgrades made via the ticket agent; AFL or AFL club membership season packages will not be affected.
The MCG and Etihad Stadium have been selected to carry this system as the two venues that host the most matches throughout the AFL competition and therefore have the greatest capacity for variable pricing. Metricon Stadium – selected to provide insight into variable pricing in a different market with fewer games - will operate variable ticketing under a slightly different system which is reflective of that market.
Regardless of the match at the MCG or Etihad Stadium the highest price point and lowest price points will remain the same; the price categories between the top and bottom prices either expand or contract depending on the match classification.
| A-Reserved | This is a reserved seat event for very high demand games; there will be no general admission available. Everyone attending the match must have a valid reserved seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. |
| A-Game | This is a high demand match. General admission will be limited for advance sales, with a minimum held for members to walk up on match day (subject to capacity). |
| B-Reserved* | This is a reserved seat event for medium demand games when required to effectively manage venue operations; there will be no general admission available. Everyone attending the match must have a valid seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. |
| B-Game | This is a medium demand game and seating in price categories will be released in accordance with demand. General admission areas will be available to purchase in advance, at the gate and for club members walk up on match day (subject to capacity). |
| C-Game | This is a low demand game and seating in price categories will be released in accordance with demand. General admission areas will be available to purchase in advance, at the gate and for club members to walk up on match day (subject to capacity). |
