• Collaboration between IBC, RAI Amsterdam, GVB and CredsNow drives tech-forward mobility
• Seamless, app-free access supports sustainable travel and streamlined navigation

London, 15 July 2025 – IBC2025 is set to transform the onsite experience for its global attendees with the launch of a pioneering new feature: full integration of Amsterdam’s GVB public transport pass into the official event badge. Developed in collaboration with long-time venue partner RAI Amsterdam, Amsterdam public transport operator GVB, and smart credentialing provider CredsNow, this initiative will provide frictionless, ticket-free access to the city’s extensive tram, bus and metro network – delivering a seamless, sustainable, and tech-forward experience for the tens of thousands of professionals attending this year’s show.

In a first-of-its-kind deployment for the event, all IBC2025 badges will include an embedded QR code linked directly to the GVB system. Attendees will be able to move seamlessly between the RAI and central Amsterdam using public transport, simply by scanning the QR code on their badge - eliminating the need for additional cards, tickets or apps. This frictionless integration not only simplifies city navigation for attendees but also underscores IBC and RAI’s commitment to sustainability by encouraging the use of public transport and reducing non-recyclable ticket printing. 

“This is more than a convenience,” said Tamsin Christofides, Operations Director, IBC. “This reflects our commitment to sustainability, user-centric innovation, and our ongoing efforts to ensure that Amsterdam continues to be a welcoming and accessible destination for IBC2025”. 

RAI Amsterdam, known for its commitment to green practices, has enabled free city travel for all IBC attendees across GVB’s public transport network for many years as part of its long-standing partnership with IBC. Through close collaboration with GVB and IBC, attendee travel has transformed from early ticketing measures to issuing printed passes on-site and this year, with the support of CredsNow, integrating the GVB travel pass directly within the event badge.

“This integration supports our ambition to create truly sustainable events, and underwrites RAI’s long term commitment to IBC Show,” said Maurits van der Sluis, COO of RAI Amsterdam. “By connecting the city’s transport system directly to the badge, we’re removing barriers and improving the visitor journey in a meaningful, future-forward way.” 

CredsNow, the smart credentialing platform behind the integrated badge technology, played a key role in making this vision a reality. “We’re proud to support IBC with our secure, smart infrastructure,” said Ivan Lazarev, CEO, CredsNow. “This collaboration showcases how digital innovation can deliver real-world impact and smarter event mobility.” 

“Our city continues to champion fair transport policies and future-ready event experiences for international visitors,” said Erik Maitimo, Sr. Account Manager, Corporate Sales, at GVB. “Close cooperation with RAI Amsterdam and event partners has helped us offer flexible, affordable, greener travel experiences for exhibition attendees. This collaboration demonstrates what’s possible when innovation meets purpose – by embedding our services into the very fabric of the IBC experience, we make public transit the default and easiest choice.” 

IBC2025 takes place from 12–15 September at the RAI Amsterdam. Attendees will be able to use their badge to enter the venue and board any GVB-operated service throughout the city, reducing reliance on cars and streamlining travel across the event. To register for IBC2025, click here.

ENDS

Note to Editors:

For press and analyst registration, go to https://reg.ibc.org/ 

About IBC

Delivering innovation and empowering people, IBC is where the future of the global Media and Entertainment industry is defined and actioned. Energising the market, enabling content everywhere and inspiring new conversations, IBC brings the creative, technology and business communities together to collaborate, learn and unlock new opportunities.

At IBC2025, exhibitors and speakers from around the globe will showcase game-changing innovations and tackle the media sector’s most pressing trends and issues – changing perceptions and meeting the needs of the world-leading broadcasters, content owners, rightsholders, service providers and others attending the four-day conference and trade show.

With a focus on inclusivity, IBC propels change – driving thought leadership, sparking discussion, shifting expectations, accelerating creativity and enabling real business outcomes. IBC’s mission is to empower our 250,000-strong global community to explore new opportunities, build knowledge, and play an active role in the technological transformation and broader change sweeping the industry worldwide.

For further information, please visit: https://show.ibc.org/ 

About GVB:
GVB operates Amsterdam’s public transport network, delivering clean, safe, and accessible transit for millions of residents and visitors. 

About CredsNow:
CredsNow is a leading provider of smart digital credentialing solutions, enabling secure and scalable access technologies for global events. 

About RAI Amsterdam:
RAI Amsterdam is one of Europe’s most innovative conference and exhibition centres, driving sustainable event experiences in the heart of the Netherlands. 

IBC media relations:

Platform Communications for IBC

Nick Field / Molly Cole

ibcprteam@platformcomms.com

+44 (0) 20 3832 3690