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Groupon launches G-Pass, a fast lane for GrouponLive events

The daily-deals provider says that the new G-Pass offering will let customers easily get into an event by bypassing the box office line.

Groupon and Live Nation run GrouponLive.
Groupon and Live Nation run GrouponLive. Screenshot by Don Reisinger/CNET

GrouponLive has a new feature designed to give event-goers the chance to get to the entrance much sooner than they can right now.

Dubbed G-Pass, the new GrouponLive feature lets users skip past the will call window or box office line and head right to their seats on event day. After purchasing a ticket to an event, users will be given their ticketing, seating, and barcode-scanning on their GrouponLive voucher.

Groupon launched GrouponLive last May as part of a joint venture with Live Nation. Users of GrouponLive are offered deals on sporting events, concerts, theater shows, and other live events. After buying a ticket to a show, GrouponLive users were forced to wait in line at the will call window to exchange their voucher for tickets. Now, they won't be required to do so.

Groupon has been quietly testing G-Pass at some events around the country since October 2011. The service is now being rolled out across the U.S. and Canada to all Ticketmaster venues that support GrouponLive deals. For those who have tested it so far, G-Pass seems to be delivering on its promise of getting people to their seats more efficiently.

"G-Pass helps us run a more efficient operation on game days because we don't have to allocate extra resources to exchange vouchers for tickets," Erica Noah, a senior group events account executive with the Minnesota Timberwolves, said today in a statement.