The Social Gaming Group, the tech-focused competitive socialising company, has launched its global 2026 partnership campaign Darts for Everyone, with the world’s most iconic darts brand, Winmau, the leading brand of choice for darts organisations globally.
Rolling out across 2026, Darts for Everyone will launch a series of tournaments across The Social Gaming Group’s Oche venues and partner locations worldwide, with the partnership reflecting the company’s philosophy of ‘Purposeful Play.’
Each event will combine The Social Gaming Group’s digitally elevated gameplay with Winmau’s unparalleled darts heritage, blending precision technology, immersive game modes, and intuitive tutorials designed to welcome newcomers and honour the tradition and ethos of the sport.
The campaign marks the first step towards The Social Gaming Group’s emerging ‘social fitness’ movement, which champions healthier social habits through accessible, activity-led experiences. In a social climate defined by the “friendship recession” (the decline in the number of friends people have) and shifts in traditional socialising, social darts offers a refreshing alternative: an unintimidating, low-threshold way to connect and play together.
By blending innovation with authenticity, the partnership ensures that darts is not treated as novelty entertainment but as a social-first experience that feels welcoming, meaningful and genuinely enjoyable for players of all levels.
Trond Bastiansen, CEO of The Social Gaming Group, said: “Darts for Everyone is about making it easier for people to find genuine, joyful connection, which is at the centre of what we call Purposeful Play.
“Partnering with Winmau, an icon of the darts world, allows us to honour the true spirit of the game while using technology to open it up to entirely new groups. We’re already seeing this at our Oche venues, where we are seeing darts being enjoyed by all groups.
“Meanwhile, our Oche Strand site recently hosted the Winmau Masters draw and the unveiling of the Blade X, Winmau’s most advanced dartboard to date.
“Together, we’re redefining what modern social darts can be.”
Phil Borthwick, chief marketing officer of Nodor Group, Winmau’s parent company, said: “The sport of darts is inherently social: it’s easy to learn, endlessly engaging, and brings people together with ease.
“The Social Gaming Group network supports our aim of bringing the game we love to millions through dynamic and engaging formats, but it also supports bringing people together for social interaction, creating plenty of opportunity for feeling part of a group with conversation and laughter which enriches emotional health for many”.
