501 Entertainment signs deal with SEGA Amusements International

501 Entertainment has signed a worldwide distribution deal with SEGA Amusements International to introduce 501’s social entertainment products to the US and beyond.

Under the terms of the agreement, 501 Entertainment’s SMARTS Interactive and AR Darts products, both of which are making their US debut at Bowl Expo, will be distributed globally. The deal leverages SEGA Amusements’ 60+ years of experience and expertise to bring 501 innovations to a wider base of operators and locations.


“SEGA Amusements has been following the rise of social entertainment, and 501 Entertainment’s SMARTS Interactive and AR darts are exactly the kinds of familiar yet innovative products we’ve been looking for,” said Paul Williams, CEO of SEGA Amusements International. “We look forward to bringing this line to some of the best entertainment locations in the world.”

“The 501 Entertainment deal with SEGA Amusements International is a great fit because of their incredible reach, proven track record, and history with top quality products,” added Jonny Powell, CEO of 501 Entertainment. “We are honoured to be partnering with a powerhouse – together the possibilities are endless.”

SMARTS Darts Interactive delivers a classic pub darts experience enhanced with video game components for the modern era. With steel-tipped darts and a commercial grade physical dartboard, SMARTS Darts Interactive delivers instant automated scoring and rich graphics presented on a big screen TV.

SMARTS Darts AR is the world’s first and only auto-scoring darts system (and the first augmented reality darts available in the United States) that projects all targets and scores directly onto the board itself, transforming a physical dartboard into a screen that reacts to darts thrown in real time.

Both SMARTS Darts products have evolved recognized game mechanics proven over hundreds of years to deliver the WOW and NOW factors. This translates into increased footfall, dwell time and average spend per head, all hallmarks of one of the Amusement Industry’s most important growth concepts: Competitive Socializing. SMARTS Darts Systems also offer a catalogue of innovative game modes to keep the play experience unique, memorable, and shareable with friends.

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