Wouldn't an in-house ticket exchange cannibalize normal ticket sales?
As this is my expertise and business will answer for you.
Depending on an in-house exchange is developed, it can actually be a very beneficial tool for teams. Acts as a sales arm for them while controlling the ticket all the way to the customer versus selling to a 3rd party.
Some schools sign deals with brokers or with an exchange. Some schools like ones we work with have us act as a buffer for their pricing so that a consumer cannot get a ticket for below a certain price and we tell them if a price point is not moving as strong as it should. As to an in-house exchange, Stubhub has been very aggressive the last few years in developing integration with the barcodes and the ticket system Paciolan for Stubhub. What this does is allow schools to post tickets onto exchanges themselves and resell them for higher costs than face value so that it teaches the customer that the school always has the cheapest tickets, even though millennials think that buying a ticket to an event means going through Stubhub or Vivid.
Some exchanges like Flash Seats set up their exchanges so that tickets have to be listed for X dollars minimum. Because of how small Ohio University is, developing an internal exchange is honestly not worth it. As someone who actually resells Ohio tickets now, the market has roughly 150 tickets on the market for every game for football and way less for basketball. Entry points for a reseller to buy right now do not make sense on the basketball side, as we used to have 20 silver tickets for a couple years until we realized the viability of profitability was nil.
Otherwise, only time you will see premium lowers hit the market is when the dept. actually puts tickets out there for resale. Otherwise, happy to chat on this topic in DM's if anyone wants to know more.