Target Darts today unveiled its 2030 Vision, a long-term strategy to redefine the way darts is played and experienced at all levels.
They set out a vision to inspire one hundred million people to play darts by the end of the decade, triple the number of people playing today, through a connected ecosystem spanning technology, venues, grassroots development, elite performance and product innovation.
Speaking at a press briefing in London, CEO James Tattersall outlined the company’s
ambition to transform how darts is discovered, played and experienced. By creating a seamless player journey from grassroots participation through to the PDC, the company aims to unite a fragmented global darts landscape and unlock the sport’s next era of growth.
“Darts has never been bigger, but we believe its greatest opportunity still lies ahead,
“said James Tattersall, CEO of Target Darts.
“Our ambition isn’t simply to make better products. It’s to help more people than ever before to discover, enjoy and progress in the sport. Thefuture of darts will be defined by how many people we inspire to pick up a dart for the very first time.”
At the heart of the 2030 Vision is a connected ecosystem designed to remove barriers to
participation and make darts more social, immersive and accessible.
Target Darts unveiled its vision for the future of darts with the launch of Target Live, a new
connected entertainment platform designed to transform how the sport is played,
experienced and shared. Powered by Target’s patented OMNI auto-scoring technology, the
platform bridges the physical and digital worlds of darts, allowing players around the world
to play alongside stars such as Luke Littler and Beau Greaves, in new entertainment
formats.
Alongside Target Live, Target Arcade will introduce a new generation of interactive games
designed to engage both serious players and new audiences, while expanding participation
beyond traditional darts. Target Arcade will debut with seven games, including Board is Lava,
Battlesplash and Alien Invasion, with new titles added every month thereafter. Target Live
and Target Arcade will be available to customers in October as part of a subscription model.
This is alongside DartCounter which will remain as the home of classic darts play, with over
one million active players each month.
To expand opportunities to play, Target also announced a strategic partnership with
Powerleague to launch Target Dartzone across 20 venues from 24 August. The partnership
will see 41 Dartzones installed across Powerleague venues in 2026, combining Target Darts’
and DartCounter’s market-leading products and technology with Powerleague
‘
s national
venue network, to deliver fun and entertaining darts experiences for players of all ages and
abilities.
Alongside growing participation, Target reaffirmed its commitment to developing future
champions through continued investment in academies, coaching, competition pathways
and performance science. They are the first in darts to be committing to using data,
biomechanics and technology to provide a level of insights that darts never had before. This
aligns to the current company initiatives that supports more than 75 academies worldwide
and provides an integrated player development system, showcases great opportunity for
the sport ahead.
Target also showcased its latest product innovation, the TOR EVO competition dartboard,
reinforcing the company
‘
s commitment to creating the products, technology and
experiences that will define the future of darts.
The announcement comes during a period of significant growth for Target Darts. The
company was recently named in the Sunday Times 100, recognising the UK’
s
fastest-growing private companies and reflecting the momentum behind its continued
investment in technology, participation and player development.
Together, these initiatives form a single long-term strategy to create a more connected,
inclusive and accessible sport that reaches new audiences around the world while
supporting players at every stage of their journey.
“Darts is at a defining moment in its history,
” Tattersall added.
“Our responsibility is to
ensure the sport is ready for the millions of people who will discover it over the next
decade. We believe the future of darts isn
‘t something we
‘
re waiting for, it’
s something we
‘
re
building.
“
