Co-op Live has made history as the first arena outside North America to introduce Ticketmaster’s innovative Virtual Venue, a 3D tool that empowers fans to preview their seat views before making a ticket purchase. This cutting-edge technology enhances the user experience, allowing fans to engage with 360-degree visuals of every seat in the arena via mobile and desktop platforms. This feature is particularly beneficial for comparing sightlines and enhances the music-first design ethos of Co-op Live, ensuring an intimate experience for fans.
Ticketmaster’s Virtual Venue had previously been exclusive to North America, making its launch in Europe a significant milestone that underscores Co-op Live’s commitment to an elevated fan experience and ongoing innovation. Over the first ten months, Co-op Live has welcomed more than one million visitors and is set to host an impressive lineup of over 40 shows in June and July, featuring UK arena exclusives from stars like Bruce Springsteen, Morrissey, Robbie Williams, and Chris Brown.
Guy Dunstan, senior VP and general manager of Co-op Live, expressed the arena’s dedication to enhancing the fan experience through this new technology, which allows fans to confidently choose their ideal seats. He added that the Virtual Venue showcases the full range of offerings at Co-op Live for events from leisure to premium experiences.
Andrew Parsons, managing director of Ticketmaster UK, emphasized that Virtual Venue represents the zenith of their technology, uniting 3D views, seamless ticketing integration, and an exceptional user experience. The collaboration with Co-op Live sets a benchmark for live entertainment in putting fans’ needs first.
Furthermore, following impressive ticket sales, the introduction of Virtual Venue reinforces Co-op Live’s status as the UK’s leading fan-oriented arena. An independent economic impact study revealed that Co-op Live has significantly contributed £785.5M to the UK economy since its groundbreaking in 2021.
Virtual Venue will be accessible for all suitable events at Co-op Live through Ticketmaster UK and on the Co-op Live website, enhancing the live entertainment experience for fans in the UK and beyond. This development represents a promising leap forward for both Co-op Live and the future of event attendance.