A.I.M: Darts Manufacturers Championship 2018, Unicorn retain their dominance.
A.I.M have been closely observing darts for close to a decade. Whether it’s for coaching players, designing/testing products or advising clients, the progression of everything darts is important to us. Who add value to their players? Which have the best signing success? Who is on the up? Who has past their peak?
Along the way, we produced a simple league table for comparing the success of darts manufacturers. We use PDC ranking events as a base. Then we add selected major events from the BDO. The players who reach the last 8 of Pro Tour events receive 1 point, semi-finalists 3, Runner Up 5 and the Winner receive 10. These points are doubled for majors and multiplied by 2.5 for the world championships. To ensure maximum openness we use ranking events only. Here is the 2018 Constructors Table:
- Unicorn (381)
- XQ Max (205)
- Red Dragon (199.5)
- Winmau (172.5)
- Target (161.5)
- Bulls (120.5)
- Cosmo (48)
- One80 (45)
- Harrows (13)
- Bit of Bully (9.5)
When it comes to signing players, the biggest, and longest established, companies attempt to combine a handful of legendary names with a few of current champions and a smattering of players they believe may move up a level. Recently more female players, players from mainland Europe or Asia, and more youth development have been added. Newer or smaller companies try to spot undiscovered or undervalued talent or back players with a legacy that may sparkle again. This has worked well for Powercore ( Ryan Searle) & Bit of Bully (Ryan Joyce) and Evo-Darts (Gabriel Clemens) for example.
Despite the attention given to other companies in recent years, Unicorn has again managed to produce a squad of players that perform in every type of event and combines dominant champions with other talented winners. Their 2nd group seem to step up regularly and when required. XQ Max has again relied totally on MVG for their points but his prolific form ensures this remains a successful strategy.
Red Dragon has continued their upward momentum and is neck and neck with XQ Max in the PDC table ahead of them when the BDO events are included. The progress of Gerwen price has added another elite level player to Team RD who look more balanced. Their long term support of players is also looking productive. Both Jamie Lewis and Johnny Clayton seem to have benefited from the supportive, family atmosphere that RD create.
Target’s massive investment, in players, designs and marketing, had been paying great dividends. This may have plateaued in 2018. Their old guard are heading into retirements and some of their other top stars had slow years. Rob Cross, Chizzy, Alan Norris and others did not produce their best last years and as such Target slipped into a distant fifth place. Winmau also underperformed for such a famed brand and will need to rework their line up in the coming years or so. They have great ambassadors, who are still playing well, but only Gurney is consistently gaining them high levels of attention.
Harrows, darting royalty to many, made a low key return to the success on the PDC side in 2018. Josh Payne claimed a Pro Tour title and is generally progressing very typically for a Harrow’s player. Three-time Lakeside Champ Glen Durrant will ensure this name is seen across the codes in 2019.
All in all, it was a ‘steady as you go’ year across the PDC ranking events. Red Dragon performed well and look to be on the up. Unicorn’s long practised strategy again proved correct and most of the other big names dipped a little. The rise of One80 (in the BDO) & the Independents is good to see and may well continue through to 2019. A.I.M will repeat the exercise and see which Team’s signings, and development, progress the most.