Co-op Live has become the first arena outside of North America to launch Virtual Venue, Ticketmaster’s 3D tool that lets fans preview their view from the seat before purchasing.
“Virtual Venue allows fans to explore 360-degree views from every seat in the arena, whether on mobile or desktop, so they can make more informed decisions when buying tickets,” said a statement. “By comparing sightlines, the tool brings to life Co-op Live’s music-first design and unrivalled intimacy.”
Previously only available in North America, this marks the first time Ticketmaster’s Virtual Venue technology has launched in a European arena.
Co-op Live in Manchester has seen more than one million fans through the doors in its first 10 months. The venue is in the midst of hosting more than 40 shows lined up across June and July, including UK arena exclusives from Bruce Springsteen, Morrissey, Robbie Williams and Chris Brown.
Guy Dunstan, senior vice president and general manager, Co-op Live, said: “At Co-op Live, we’re always looking for ways to enhance the fan experience, and launching Virtual Venue is another big step forward. This technology gives fans the power to choose their perfect seat with total confidence and helps us showcase everything the arena has to offer, whether you’re booking a ticket for your favourite artist or exploring a premium space for a big night out, we’ve got it.”
Andrew Parsons, managing director, Ticketmaster UK, said: “Virtual Venue combines the pinnacle of our technology – 3D views, seamless ticketing integration, and an unmatched user experience. Launching with Co-op Live, our world-class arena partner, sets a new standard for live entertainment and reinforces our shared commitment to putting fans first.”
Virtual Venue will be activated for all appropriate Co-op Live events on Ticketmaster UK, and available for fans to access on Co-op Live’s website.
An independent economic impact study recently revealed that Co-op Live has delivered a £785.5m boost to the UK economy (measured by GVA) since breaking ground in 2021.
The Manchester venue announced earlier this month that it will host the BRIT Awards in 2026 and 2027.
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