Sega Amusements and UK-based 501 Entertainment have joined forces to bring technology-enhanced darts and miniature golf to more entertainment venues. The partnership was announced during the trade-show programme at International Bowl Expo 2022 in Las Vegas.
SMARTS Darts brings projection mapping to the oche
501 Entertainment’s SMARTS Darts AR combines a conventional darts experience with projection mapping, automated scoring and interactive visual effects. The terminology can vary: projection-based systems are sometimes described as mixed reality, while augmented reality and mixed reality do not have universally agreed industry definitions.
Players can follow automatic scores while projected targets, graphics and animations add a videogame-style layer to each match. The system can also display venue promotions, including menu items, in real time. Its aim is to make darts easier to follow, more social and more competitive without losing the physical gameplay at its centre.
For operators considering technology-led attractions, the compact format sits within the wider world of arcade and location-based entertainment news, where social play and repeat visits remain important commercial considerations.
From Japan’s DartsLive to a wider Sega partnership
Sega has previous experience in connected darts through its DartsLive system, which has been particularly associated with the Japanese market. That platform has also featured Sega properties, including The House of the Dead, demonstrating how familiar game brands can be incorporated into darts-based entertainment.
The SMARTS partnership creates another possible route for branded content, although no specific Sega integrations were announced with this launch. For venues, the broader appeal lies in combining a familiar pub activity with the immediacy of projected targets, scoring and animation.
501 Entertainment expands into the United States
501 Entertainment planned to showcase SMARTS Darts, SMARTS Darts AR and a new interactive miniature-golf product at International Bowl Expo on 29 and 30 June 2022. The company’s booth was number 1236 at the Las Vegas Convention Center. The event is organised by the Bowling Proprietors’ Association of America.
The appearance marked 501 Entertainment’s official US market entry after the company had built an increasing global installation base. Its named UK venue partners included Gravity Active Entertainment, Lane 7 and Boom Battle Bar, while Australia’s Funlab was also listed among its partners.
501 Entertainment CEO Jonny Powell said the US range was intended for casual visitors, game enthusiasts, pubs and family entertainment centres. The company positions these products within “competitive socialising”: familiar physical games enhanced with technology to encourage group participation.
Interactive miniature golf joins the launch line-up
The partnership announcement also covered an interactive miniature-golf system developed with Greenspan Projects, a company specialising in modular mini-golf design and construction.
The platform adds automated stroke counting, interactive lighting and gamified scoring to traditional miniature golf. Players can chase bonus points and avoid hazards, while scores are delivered after the session for sharing on social media. Automatic guest email capture gives operators a way to build a local audience of mini-golf players.
501 noted that miniature golf has been played in the United States since the 1920s, making the technology-focused update a modern interpretation of a long-established social activity.
Designed for hospitality and family entertainment venues
SMARTS Interactive Darts uses automated scoring and accessible game formats to broaden the audience beyond experienced darts players. 501 said the products were designed to support longer visits, increased footfall and higher average spend per head, including food and beverage sales.
Michael Harrison, chief operating officer of Gravity Active Entertainment, said SMARTS Darts AR complemented bowling and other activities at the company’s Wandsworth venue. He highlighted its small footprint and stated that Gravity had six SMARTS Darts AR lanes.
Pauline Bass, director of gaming at Stonegate Pub Group, described competitive socialising technology as a way for venues to respond to changing visitor expectations. Stonegate operates around 4,800 pubs in the UK.
For Australian operators assessing a technology-led attraction, the arcade machine buying guide offers a useful starting point for comparing venue requirements, while arcade machines cover more traditional cabinet-based entertainment.
About 501 Entertainment
Founded in 2018, 501 Entertainment develops entertainment systems for hospitality venues. The company draws on experience in the games industry to create products intended for high-traffic environments, with technology designed for integration into varied hospitality operations.
Its SMARTS portfolio reflects a broader shift towards social attractions that combine physical activity, digital feedback and shareable results. That approach can sit alongside established virtual pinball machines, racing arcades and other location-based entertainment formats.
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