Every Victorian AFL club has been empowered to rank their games according to popularity in a new style of variable ticketing that the competition hopes will help lift attendances in the game's heartland.



In a major policy shift by the AFL, the clubs will have the authority to set their own reserved seating prices, with most Victorian teams dividing their home games into three categories. Most clubs are understood to be charging a maximum $65 for a premium seat at their most popular games.

The final details of the scheme were outlined to clubs late last month. While the widely criticised variable ticketing remains, the onus has now been placed on clubs to set their ticket prices according to demand.



Having restructured the 2015 fixture, fought to lower food and beverage prices at the MCG, brought back the post-game kick-to-kick and prevailed upon clubs to more heavily brand their home games, the new ticketing policy has been widely accepted by clubs in the belief it has been simplified.



Richmond, for example, have divided their home games into just two categories. A premium reserved seat at the the Tigers' seven home games against Victorian clubs will cost $65 while the same seat against an interstate team will cost $55.



"We think it's a good thing," said Richmond chief executive Brendon Gale. "The system has been simplified, which is good for fans. It gives the clubs more control and it gives us a chance to work in advance with the ticketing office."

Clubs will have the authority to set their own reserved seating prices. Credit:Wayne Taylor

The Tigers will offer early ticket buyers a 30 per cent discount for their first two home games against the Bulldogs and Melbourne.



Hawthorn, Carlton, Melbourne and North Melbourne home games will be divided into three categories with $65 the maximum price and $25 the minimum. Carlton's home games against Richmond – the season-opener – Essendon and Collingwood have all been categorised as A-class games while the Blues' Etihad Stadium clashes with the Gold Coast and Greater Western Sydney fall in the C-class category.



Non-reserved general admission tickets to games remain fixed at $25.



"We're supportive and we look forward to seeing how it goes," Hawthorn boss Stuart Fox said. "The variable pricing has been simplified and will depend on the demand and quality of games but we will be able to set our prices from the start of the season, which is a good thing.

The Hawks' season-opening Easter Monday clash with Geelong will feature as an A-class category game.



The variable ticketing system introduced by the AFL last season proved a public relations disaster with former league chief Andrew Demetriou conceding after the 2014 corresponding Easter Monday game that his team had to go back to the drawing board to simplify and rebrand the unpopular ticketing solution.



The blockbuster crowd of more than 80,000 supporters was marred before the first bounce when commercial AFL boss Darren Birch moved to strip the game of its A-reserve status. The new system, which will be sold to fans by the clubs, has also been largely driven by Birch and his team.



While many clubs remain skeptical at the heavy cost of improving the atmosphere around their home games – the so-called "match-day experience" – they have largely applauded the new ticketing system, which the AFL plans to roll out next week.