I strongly disagree with the logic of lowering the prices to sell more than 90% of the seats each match.
a hypothetical: say you have 500 seats of a given type. Let's say you typically sell 90% of those seats at $30 each; that is 450 seats sold for an income of $13,500. At those prices, to sell 95% requires you to drop your seat price by $2, but 475 seats x $28 is $13,300, or $200 less than you would earn by selling 90%.
In other words, if you are selling out your arena, your prices are too low.