FOOTY fans will be encouraged to attend less popular games this year after the AFL announced a “variable ticket pricing” initiative.

The move will result in fans being charged less for medium and low-grade games, but the AFL will cash in on blockbuster games, where extra price categories will be introduced.

AFL general manager of commercial operations Darren Birch said there would be extra price categories for marquee games such as the Collingwood-Essendon Anzac Day match “in order to better reflect the quality of seats in the venue”.

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He stressed the highest and lowest price points would remain the same.

Birch said matches would be classified in five bands according to demand, with pricing and seating categories reflecting those classifications.

He 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”.

The AFL already has variable pricing for finals matches.

The AFL flagged the “variable ticket pricing” concept last year as part of footy’s equalisation debate and quietly announced its introduction late last night.

The league said the new system followed consultation with stakeholders and a series of trials.

Collingwood president Eddie McGuire said last night he was unaware of the change.

Birch said 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 while 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 benefited from having more choices available.”

AFL and club membership season packages will not be affected.

A separate $2 levy on all general admission tickets has already been introduced for this season as part of the league’s equalisation push.