Darts seeks maximum check out with digital deal

dartsThe world of darts may not exactly be renowned for its use of cutting-edge technology, but all that is set to change following a new deal signed by the Professional Darts Corporation to boost engagement with fans and bolster commercial opportunities.
The PDC stages the biggest tournaments in darts, including the William Hill World Darts Championship and Betway Premier League, as part of its £10m worldwide tour, featuring stars such as world number one Michael van Gerwen, reigning World Champion Gary Anderson and the legendary Phil “the power” Taylor.
It has now appointed full-service digital agency Rippleffect and video streaming specialist StreamAMG to create a new online hub that will stream live events as well as enable the PDC to communicate with fans and subscribers through targeted email communications.
The two companies, which have collaborated on a number of other sport projects, will merge PDC’s main website, www.pdc.tv, and video channel, www.LIVEPDC.TV, to create a premium online darts experience that fully encapsulates the atmosphere of its live events.
The site is currently in development and is expected to launch ahead the inaugural Champions League of Darts later this year.
It will showcase the organisation’s wealth of great content through modern, mobile-friendly designs, a simple navigation and a brand new content management system that will improve efficiency for the PDC’s media team. Plus, stakeholder research sessions will give darts fans an opportunity to help shape the digital decision-making process.
The new approach to digital will focus on growing subscriptions and attendances in the UK and overseas as well as activating sponsorship opportunities.
Duncan Burbidge, chief executive at StreamAMG, said: “Professional darts is exploding in popularity. Audiences can’t get enough of the nail-biting matches played between competitors at the highest skill level. The PDC has done a brilliant job so far of promoting darts to a global audience.
“The next logical step is for it to build a world-class video streaming service. Working alongside Rippleffect, we’re thrilled to provide the infrastructure for PDC.tv. Tapping into our streaming infrastructure and media platform solution, the PDC’s fans can count on instant access to live and on demand video.”