Co-op Live in Manchester has become the first venue in Europe to introduce Ticketmaster’s Virtual Venue—a 3D tool that lets fans preview the view from their seats before buying tickets.
The feature is now available for select events through Ticketmaster UK, where users can click a “View from seat” option and explore 360-degree visuals of the arena from specific seating areas. It’s designed to give fans greater confidence in their seat selection and reduce uncertainty about sightlines.
Fans can navigate the virtual space easily on both desktop and mobile devices. The experience includes zoom and pan controls, helping people compare different sections of the arena before making a purchase.
This technology has already been used in the U.S. and other markets, but Co-op Live is the first to bring it to a major European venue. Ticketmaster says the platform improves transparency and decision-making, especially when seats vary in price and location.
A New Era for Concertgoers in the UK
Co-op Live opened in May 2024 and has already welcomed more than one million fans through its doors. In under a year, it has hosted over 40 major acts, including Bruce Springsteen, Robbie Williams, Chris Brown, and Morrissey.
Arena executives say the new Virtual Venue feature aligns with their mission to create the most fan-focused venue in the world. Guy Dunstan, Senior Vice President at Co-op Live, said the 3D seat view tool helps people choose seats that match their expectations—especially important in an arena designed for intimacy and high-quality acoustics.
Andrew Parsons, Managing Director of Ticketmaster UK, called the rollout “a major step forward” for fan experience and digital ticketing in Europe.
Co-op Live has also been recognized for its sustainability efforts. It’s fully electric and powered partly by solar panels, with rainwater systems and other green features. In 2025, the arena won the Pollstar Award for International New Concert Venue of the Year.
An independent report revealed that Co-op Live contributed an estimated £1.3 billion to the local economy and supported over 16,500 jobs during its development.
The launch of the Virtual Venue tool adds another layer of innovation to the arena’s operations and sets a new standard for how fans buy tickets in the UK
Source(Image / Thumbnail): pollstar
