Entain, a prominent name in the gambling industry, is witnessing a notable surge in the popularity of darts as a betting market. This trend is reminiscent of the growing interest in table tennis during the pandemic. According to Stella David, CEO of Entain, darts has rapidly emerged as one of the company’s fastest-growing verticals, reflecting a broader trend in the industry.
The recent Ladbrokes Players Championship Finals, held over the weekend, highlighted this growth. Entain reported a remarkable 37% increase in the number of bets placed on darts since 2018, using it as a comparative baseline. Major events such as the World Darts Championship have further contributed to this trend, with betting numbers rising by 92% in December and 59% in January.
A significant factor driving this surge is the unexpected shift in the sport’s audience demographics. Notably, young talents like Luke Littler have captured the media’s attention, inspiring a new generation of darts fans. Littler’s influence, coupled with other young stars like Beau Greaves, has undeniably transformed darts from a niche sport to a global sensation. This transformation is evident not only in increased viewership but also in heightened betting engagement.
David emphasized that the ‘Littler Effect’ and the rise of other young talents have played a crucial role in this transformation. She noted that the sport’s accessibility and the compelling narratives of these young athletes have helped darts achieve unprecedented levels of global interest. “As a huge fan myself, it’s great to see what was once a niche sport now driving some of the fastest growth in the industry,” she remarked.
Luke Littler, often at the center of this newfound attention, won the World Darts Championship in 2024, a victory that attracted significant media attention. Sky Sports, recognizing the event’s high viewership potential, invested GBP 125 million (around $160 million) to secure the broadcasting rights. This deal underscored the growing commercial value of darts as a sporting event.
Littler’s matches have consistently drawn large audiences, including a viewership of 4.8 million during the 2023-24 final, where he faced Luke Humphries. This match recorded a peak viewership of 3.71 million, marking it as the second-largest audience for a Sky Sports broadcast, second only to football.
Despite the clear growth in interest and engagement, the exact turnover from darts betting remains somewhat elusive. While it is still considered a niche compared to other major sports, its rapid growth indicates that it is becoming an increasingly important segment within the betting industry. Entain’s keen interest in darts reflects a broader industry trend where operators are looking to capitalize on emerging markets.
However, some industry analysts caution against over-reliance on the popularity of individual players like Littler. They argue that while such figures can drive short-term interest and viewership, the long-term sustainability of the sport’s popularity must be built on a broader base of talent and continuous audience engagement. This perspective suggests that while Littler’s influence is significant, the sport’s future success will depend on maintaining a diverse and engaging competitive landscape.
Furthermore, the burgeoning interest in darts betting highlights a shift in consumer preferences, with bettors increasingly seeking out sports that offer unique viewing and betting experiences. This shift is driving operators, including Entain, to diversify their offerings and explore new markets where they can engage with audiences in innovative ways.
As darts continues to gain traction, the broader gambling industry is keenly observing whether this growth can be sustained long-term. The sport’s ability to attract a diverse audience and maintain high levels of engagement will be crucial. Meanwhile, operators like Entain are strategically positioning themselves to benefit from these emerging trends, reflecting a forward-thinking approach to market expansion.
In conclusion, while the rise of darts as a betting market is partly driven by standout players, its sustained growth will likely hinge on the sport’s ability to innovate and attract a broad audience. As the gambling industry evolves, operators are increasingly focusing on adaptability and market diversification to thrive in a competitive landscape.
David Garato is a luminary in gaming journalism, renowned for peeling back the curtain on the gaming world with his witty and insightful commentary. A decade into weaving stories from the pixelated edges of indie games to the expansive universes of AAA titles, David’s work is a thrilling blend of analysis and adventure. When not writing, he’s live-streaming, sharing his gaming exploits with an engaged and growing audience. David doesn’t just write about games; he lives them, making him a trusted guide in the gaming community.
