Ever wondered if that pricey concert seat is really worth it? Now, you don’t have to guess. Co-op Live in Manchester just became the first arena outside North America to launch Ticketmaster’s Virtual Venue, a 3D seat-view tool that’s changing the way you buy tickets.
Imagine spinning around your seat in full 360 degrees before you even click “buy.” That’s not just a gimmick—it’s a game-changer for fans and a bold move for the live events industry.
Co-op Live’s partnership with Ticketmaster isn’t just about flashy tech. It’s about putting fans first. Virtual Venue lets you preview your view from any seat in the house, right from your phone or laptop.
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No more squinting at flat seat maps or hoping you won’t be stuck behind a pillar. Now, you can compare sightlines, check out the vibe, and pick the perfect spot for your night out.
This isn’t just some minor update. Virtual Venue was only available in North America until now. Manchester’s Co-op Live is the first European arena to roll out this technology, and it’s already making waves. Over a million fans have walked through Co-op Live’s doors in just 10 months.
The arena has hosted exclusive shows from legends like Bruce Springsteen, Morrissey, Robbie Williams, and Chris Brown. With more than 40 shows lined up for June and July, the timing couldn’t be better.
Guy Dunstan, the senior vice president and general manager at Co-op Live, calls this a “big step forward.” He says the tech gives fans “the power to choose their perfect seat with total confidence.” Whether you’re booking for your favorite artist or just looking for a premium spot for a big night out, the arena wants you to feel in control.
Andrew Parsons, Ticketmaster UK’s managing director, says Virtual Venue “combines the pinnacle of our technology—3D views, seamless ticketing integration, and an unmatched user experience.” That’s a lot of buzzwords, but the point is clear: this is about making ticket buying smarter, easier, and more transparent.
The numbers back up the hype. An independent economic study found Co-op Live has already delivered a £785.5 million boost to the UK economy since breaking ground in 2021. Hosting the BRIT Awards in 2026 and 2027 will only add to its reputation as a top-tier venue.
Want to try it yourself? Virtual Venue is now live for all appropriate Co-op Live events on Ticketmaster UK and on the arena’s official website. Just click through, choose your section, and see the view before you buy. It’s that simple.
This move isn’t just about selling more tickets. It’s about trust. Fans are tired of surprises—bad seats, blocked views, and wasted money. With Virtual Venue, you get what you see. That’s a big win for anyone who loves live music, comedy, or sports.
Co-op Live is setting a new standard for fan experience in the UK. Other arenas will be watching closely. Will they follow suit? Only time will tell, but one thing is certain: the days of blind ticket buying are numbered.
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Want to see how it works? Check out the official Co-op Live Virtual Venue or read more about the economic impact of live entertainment in the UK. The future of ticket buying just got a lot clearer—and a lot more fun.
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