Eventbrite is perhaps best known as a ticketing platform for small, mostly free events--things like a speaker series at a university or a networking happy hour, for example. But over the past few years, the company has slowly grown into a direct competitor to behemoth Ticketmaster, with events like Governor's Ball and Hangout Music Festival choosing the site as its ticketing service of choice. Since it was founded in 2006, Eventbrite has sold tickets to more than 150,000 festivals around the world. And as the website's user base has grown, so has its potential to go beyond just ticketing. In October 2015 it announced a new product for event planners: RFID bracelets instead of tickets. The wristbands can speed up entry to an event and enable cashless payments for merchandise and food, all the while providing Eventbrite and event organizers with data about attendees' foot traffic.