News

Target Dart Zone, a fully interactive, next-generation darts experience which combines the craftsmanship of traditional darts with the engagement of modern gaming, will be officially launched at January’s EAG Expo. 

Described as being a category-defining concept that bridges the gap between traditional pub games and modern, tech-enabled experiences, Target Dart Zone will have its own EAG After Party with guests invited to take-on leading professional darts players, enjoy great food, drinks and an evening full of fun on Tuesday 13th January.

Explaining the background to Target Dart Zone and how venues are using an innovation which features the Omni auto-scoring light ring and VIRT camera system for real-time play across connected UK venues, Nick Rudd Managing Director at Bob Rudd Leisure said: “We have been working closely with Target Darts which is a leading name in the world of darts innovation, to bring Target Dart Zone to life.”

“I’m delighted to confirm that we have secured an exclusive long-term agreement with Target to be the sole supplier of the Target Dart Zone to hospitality venues across the UK and Northern Ireland for at least the next five years. Pubs and hospitality groups can only access this particular entertainment package — with all installation, servicing, and support included — through Bob Rudd.”

He continued: “Target Dart Zone is about driving dwell time, group participation, and secondary spend — with flexibility for venues to tailor the commercial model to suit their customer base.

“The system integrates seamlessly with the DartCounter app, allowing players to track scores, stats, and progression — creating a ‘sticky’ experience that keeps customers coming back.”

According to Rudd Target Dart Zone represents a low-risk, high-return addition for operators who want to future-proof their entertainment offer without compromising on margin or operational efficiency. He stated: “Early installs have shown strong uptake from local leagues, increased midweek footfall, and a measurable uplift in bar sales. In a market where experiential leisure is outperforming traditional offers, the Target Dart Zone gives venues a way to stand out while maintaining operational simplicity.”

“The response from single-site operators has been exceptional” confirmed Rudd. “Since March, we’ve installed over 120 Target Darts Zones across UK venues. A key factor is the accessible rental price point of £24.99 per week which has been pitched to make the product viable for a wide range of venues, removing the financial barrier to entry and allowing pubs to trial a new entertainment offer with minimal risk. This affordability, combined with a high-quality player experience, is what’s driving adoption at scale.”

Turning his focus to EAG he explained: “Our soft launch took place in March 2025, but with Target Darts/Bob Rudd exhibiting at EAG and many of our key customers in attendance, it felt like the perfect opportunity to bring the product to life in a more relaxed, social setting.

“EAG is one of the few occasions in the year that we can engage with a broad mix of major operators all in one place. Rather than relying on stand-based demos, the EAG After Party format means that we can create an environment where decision-makers are able to experience the Target Dart Zone exactly as their customers would — over a drink, some friendly competition, and no pressure.

“Target sponsors some of the biggest names in darts, and we’re thrilled to say they’re supporting our EAG showcase by securing at least one of their headline players for the event. Names on their roster include Luke Littler, Chris Dobey, Nathan Aspinall, Stephen Bunting, Josh Rock, Rob Cross, and of course, the legendary Phil Taylor — and we’re excited to see who they can confirm for the night.

“Target’s involvement not only elevates the experience but also reinforces the quality and credibility behind the product.”

More details: https://bobrudd.co.uk/additional-products/target-dart-zone/