Sunday's preseason game was the second Cowboys home game since the new Texas Live! venue opened between AT&T Stadium and Globe Life Park.
Food and entertainment destinations have been lacking around the Arlington stadiums until now.
"It's a very friendly, very great atmosphere," said Dequan Ross of Grand Prairie.
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The 200,000-square-foot entertainment complex has already become a game-day stop for thousands of people.
"We needed some place to where everybody could hang out before the games," said Matt Jernigan of Mansfield.
"We got off to a big start for our grand opening and we've just been rolling since then," said Jim Watry, Texas Live! chief operating officer.
Watry said between 12,000 and 13,000 people came into the building last Saturday when the Rangers and the Cowboys both played at home.
Leslie Monroy of Rowlett was among the crowd then and returned on Sunday.
"It's a really good experience," she said. "So every time we come to Cowboys games we'll always come here first."
The challenge now, reps say, is to keep people coming even on non-game days.
"The parking message is a breeze," Watry said. "We're free every day there's not an event."