Sun, Jun 23, 2013 - Page 19 News List

FEATURE: ‘Soft darts’ defies stereotypes to hit bullseye in Asia


A man plays at darts bar Dartslive in Hong Kong late on June 15.

Photo: AFP

Picture your stereotypical darts player. Middle-aged and overweight, with a gut spilling over a waistband, cultivated through years of swilling beer during tense matches.

However, a radical transformation is taking place and the game has been reborn in the 21st century, with teenagers and young adults flocking to dedicated darts bars.

A new breed of young player has emerged, playing a high-tech version of the game complete with flashing lights, electronic bleeps and a computer that does all the troublesome math for you.

Welcome to the world of soft darts, which has been big in Japan for some years, but is now hitting the bullseye as it sweeps across Asia, with a rapidly swelling fanbase and its own high-profile tournaments, the most lucrative of which is this year offering a prize pot of HK$5 million (US$650,000).

One of the game’s top players, Singapore’s Paul Lim, describes the differences between the traditional game and soft darts — where the arrows’ steel tips are replaced with plastic points and the electronic board calculates your scores — as similar to those between snooker and pool.

“If you look at snooker and pool, how many more people play pool? It’s a lot easier. People get a lot more enjoyment because it’s a far simpler game,” said Lim, who was the first ever darts player to throw a perfect nine-dart finish during a world championship, in 1990.

“I’ve been playing steel-tip for 38 years and I’ve been involved in soft-tip for about 15 years. Soft-tip is much faster and simpler. This is made for people not to think, just to have fun,” he said.

While soft-tip darts have been around for decades one company in particular is blazing a trail around the world.

Dartslive, which both manufactures and distributes soft tip boards, is linking up all the machines they provide to venues worldwide electronically, allowing players on opposite sides of the planet to take each other on in real time.

Launched in 2003 in Japan, the company expanded its operation overseas in 2009 when it opened a venue in Hong Kong. Since then it has spread to 14 countries.

“When we started in Hong Kong, every month I would say we would have about 500 new players. It’s a cool atmosphere, almost like clubbing. People come in for a few drinks. It’s entertainment. It’s fun,” said Lim, an early proponent of the game.

Players each pay a small fee per game and have the opportunity to swipe their own membership card, which then records all their scores for the various games that can be played.

Dartslive International’s Hong Kong-based CEO Steve Ngu said the firm’s aim was to bring the traditional game into the electronic age.

“Dartslive is a company combination of real and virtual world. You can physically play each other and then you can come and chat online,” he explained.

The business turned over US$100 million a year, according to Ngu, in a growing industry he estimates to be worth US$200 million worldwide.

In an effort to further dominate the soft-tip market, Dartslive organizes the Soft Darts World Championship. This year’s competition began in Hong Kong in April and, after legs around the world, the final will be played in the city in December where the winner will pocket HK$1 million of a total HK$5 million prize pot.

Impressively, Ngu believes that the sport is growing at such a clip that its total prize pot will eclipse that of traditional darts tournaments within just three years.

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