The Rudd Group is pioneering the adoption of competitive socialising with its Target Darts Zone, which was officially launched at EAG, the most compelling example of this genre of immersive entertainment. However, there’s far more to the story behind the business turnaround following Covid which has seen the family-owned business double its turnover as MD Nick Rudd explains.
Nick Rudd, Managing Director of The Rudd Group is upbeat and confident about the year ahead as the independent, family-owned business has confirmed growth plans which will take its headcount to 189.
Speaking with Coinslot after announcing its intention to recruit four new executive positions he said: “The vacancies are due to operational growth which we are experiencing across multiple product categories.”
Describing Competitive Socialising as a “clear driver” he explained: “Our Target Darts Zone product – which many Coinslot readers will have seen last month at EAG – is flying, which reflects the wider shift towards interactive, experience-led entertainment in pubs and bars.”
Rudd argues that more operators are switching-on to the fact the products that engage with consumers are an important part of the retail armoury helping to drive footfall, increase dwell-time and lift bar sales. “We’re seeing a significant rise in the use of tournaments and structured leagues across darts and pool to drive midweek trade” he noted. “Operators are becoming more strategic in how they use equipment to create repeat visits and community engagement.
“Digital leader boards and remote competition formats are helping venues create wider communities, while traditional in-pub tournaments continue to build strong local followings.”
Highlighting the integrity and values that sit at the heart of the Rudd Group business he said: “Our independence is key. Because we’re not tied to any single manufacturer, we can select the right machine or entertainment solution for each venue, rather than pushing a single brand agenda.
“That flexibility resonates strongly with operators who want a partner that’s focused on commercial performance, not meeting product quotas. In addition, operators want a supplier who can support everything from traditional gaming machines to competitive socialising products and scale with them as their needs evolve.”
Assessing the progress of the business following the disruption and dislocation caused by Covid he stated: “Since Covid we have doubled our turnover and when you consider the scale of disruption the industry faced, doubling turnover in that period is something we’re incredibly proud of.
“It demonstrates that recovery wasn’t just about returning to pre-Covid levels it’s been about building a stronger, more diversified and future-focused business. In terms of specifics, we’ve expanded our product range, strengthened our team and invested heavily in service and account management all while maintaining our independence.
“2026 is on course to be a strong year and we’re very optimistic about the next 12-months.”
Rise of the tournaments
Nick Rudd said……. “We’re seeing a significant rise in the use of tournaments and structured leagues across darts and pool to drive midweek trade. Operators are becoming more strategic in how they use equipment to create repeat visits and community engagement……
Originally published on Coinslot on February 23, 2026. Republished with permission.