Elizabeth Durand Streisand, founder of Broadway Roulette. (Photo: Courtesy of Durand Streisand)

TodayTix Group has acquired Broadway Roulette in its third acquisition in recent months. 

Broadway Roulette, which selects Broadway shows for users that specify a date and preference between a play or musical, will exist as a standalone product within TodayTix Group.The acquisition closed mid-April and all three Broadway Roulette employees will be staying on with the company. 

Elizabeth Durand Streisand, a former entertainment journalist, founded Broadway Roulette in 2015 and began operations in earnest in 2016. The service is aimed at ticket buyers who want to see a Broadway show, but are not sure which, or would rather have the decision made for them.  

To fulfill orders, Broadway Roulette previously purchased tickets through Shubert’s Broadway Inbound platform. TodayTix Group does not currently intend to integrate Broadway Roulette with its ticketing app, but plans for Broadway Roulette’s future ticketing sourcing are still to be determined. 

The company was backed by venture capital firm Halogen Ventures, Randi Zuckerberg and Morgan Stanley. The financial terms of its acquisition were not disclosed. 

TodayTix Group, which is also venture-backed, has recently made several acquisitions. In February 2020, the ticketing company announced the acquisition of Encore, a London-based ticketing system and its related platforms. The company acquired theater review aggregator Show-Score in July 2020. 

“We started TodayTix with a simple belief that when theatres are full, communities thrive,” said TodayTix CEO Brian Fenty. “So while we didn’t plan on actively acquiring businesses during such a challenging period, we could not turn away from strong businesses that take a stance on breaking down barriers to access and provide producers with modern-day technologies and conversations with their audiences.”

Broadway Roulette’s team includes Megan O’Keefe, who will become general manager of Broadway Roulette at TodayTix, engineer Ali Sytsma and Streisand, who will take on a hybrid role supporting Broadway Roulette and as vice president of brand and communications at TodayTix Group.