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Viagogo is a multinational online ticket exchange and resale platform that allows individuals to buy and sell tickets for live events like sports, music concerts, theater, and comedy shows. It was founded in London in 2006 by Eric Baker, who also co-founded StubHub, and has been owned by StubHub since 2021. Viagogo is headquartered in Geneva, Switzerland, and operates globally in over 200 countries.

How it works (Business Model):

Marketplace: Viagogo functions as a secondary marketplace, meaning it doesn’t directly sell tickets from event organizers. Instead, it connects individual sellers (who may have spare tickets) with buyers.
Seller-Set Prices: Sellers determine the price of the tickets they list.
Fees: Viagogo charges both a variable booking fee to buyers and a service fee to sellers. These fees can significantly increase the total cost of tickets, sometimes by 30% or more.
Guarantees: Viagogo offers a “guarantee” to buyers that they will receive valid tickets in time for the event or receive comparable replacement tickets or a refund if a problem arises. Sellers are also guaranteed to be paid for tickets they sell and fulfill on time.

Controversies and Criticisms:

Viagogo has faced significant criticism and legal action in various countries due to its business practices. Common complaints and issues include:

High Prices and Price Gouging: Because sellers set their own prices, tickets on Viagogo are often sold at significantly inflated prices, especially for high-demand or sold-out events.
Hidden Fees/Drip Pricing: A major complaint is that Viagogo often doesn’t clearly disclose all fees (service, handling, delivery) upfront, adding them at the final checkout stage, leading to “sticker shock” for buyers.
Lack of Transparency: Critics argue that Viagogo lacks transparency regarding the true identity of sellers (whether they are individuals or professional touts) and the original face value of tickets.
Misleading Marketing: The company has been accused of creating a false sense of urgency (e.g., claiming tickets are scarce when they are not) and misleading consumers into believing it’s an “official” seller.
Delayed or Missing Tickets: Some users have reported receiving tickets late or not at all, causing stress and disappointment.
Customer Service Issues: Many customers have reported difficulties reaching customer service and resolving issues.
Speculative Selling: Viagogo has been criticized for allowing speculative selling, where tickets are listed before they are officially on sale.
Counterfeit Tickets: While Viagogo has a guarantee, there have been instances where customers received fake or invalid tickets.

Is Viagogo “Legitimate”?

Viagogo is a legally operating company in most regions and has helped millions of people buy and sell tickets. However, its “legitimacy” is often debated due to its controversial practices. While it offers a platform for transactions and a buyer/seller guarantee, the significant issues with inflated prices, hidden fees, and occasional problems with ticket delivery and authenticity have led many consumer protection agencies, artists, and fans to warn against using the platform or to use it with extreme caution. Many advise purchasing tickets from official primary vendors or reputable fan-to-fan resale platforms that cap resale prices.