The Social Gaming Group

Name

The Social Gaming Group

Legal name

European Shuffleboard AS (t/a SHUFL)

Website

https://thesocialgaminggroup.com

Company type

Private

Founded year

2008

Operating status

Operating

Ownership category

akta.pro rank

Product category

Social Gaming Equipment

NAICS

Amusement Arcades (713120), Amusement Parks and Arcades (7131), Hobby, Toy, and Game Retailers (45912)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Retail-Hobby, Toy & Game Shops (5945), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play) (MPAFALAD)

akta.pro secondary industry

Digital/Hybrid Board Games & Companion-App Enabled Games Retail (CRALALAO)

Keywords

• Shuffleboard tables
• Electronic darts systems
• Competitive socialising venues
• Hospitality gaming installations
• Franchise venue concepts

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (SHUFL/FLYBY): Sale of shuffleboard tables (Grand Champion, Gentry, Bank Shot), FLYBY darts units, and accessories (powder, silicone spray, pucks, score units) through e-commerce shop and direct sales.
2. Franchise Fees (OCHE): Franchise model for OCHE darts-and-dining venues. Franchisees pay to open and operate OCHE branded locations, generating revenue from game reservations, food and beverage sales, events, and corporate bookings.
3. B2B Technology Partnerships: Partnerships with hospitality venues for technology installation, ongoing support, and maintenance services for FLYBY darts and SHUFL products.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Social Gaming Group designs, manufactures, and sells tech-enhanced social gaming hardware — primarily SHUFL shuffleboard tables (Grand Champion, Gentry, Bank Shot, and custom builds) and FLYBY camera-tracked electronic darts systems — to hospitality venues, workplaces, and consumers, paired with the SHUFL.Tech interactive gaming platform. It also operates and franchises the OCHE competitive socialising darts-and-dining venue concept.

Product overview

The Social Gaming Group offers a portfolio of social gaming products organized around two core brands: SHUFL (shuffleboard) and FLYBY (electronic darts), with the OCHE venue concept for franchise operations. The SHUFL brand includes traditional shuffleboard tables (Grand Champion, Gentry, Bank Shot, and custom builds) with the signature curved playing surface, plus the technology-enhanced SHUFL Tech version featuring camera puck-tracking, dual overhead screens, touchpad controls, LED lighting, and automatic scoring. The FLYBY brand encompasses camera-tracking darts systems (FLYBY Darts with 3 cameras and FLYBY Darts 180 with 4 cameras) offering automatic scoring and interactive game modes. The company also sells accessories including shuffleboard powder, silicone spray, puck sets, score units, dartboards, and darts. Support services include The Hangar (comprehensive playbook with training, maintenance, and marketing resources) and the Support Portal (24/7 agent access with knowledge center and ticket tracking). Products serve hospitality venues, workplaces, sports and recreation facilities, and residential customers.

Differentiator

Problem solved

Functional benefit

Brands

• OCHE: Darts-and-dining venue concept combining traditional darts games with modern camera-tracking technology, award-winning food, and perfectly crafted cocktails. Located in London, Oslo, Singapore, Toronto, Amsterdam, Brisbane, Melbourne, Gothenburg, and Reykjavik.
• SHUFL
• SHUFL Tech
• FLYBY Darts
• FLYBY Darts 180

Quantifiable outcome

• 57% of non-visitors would consider visiting Competitive Socialising venues; 26% of existing customers visit more frequently; 45% increase among 18-25 age group
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Boom Battle BarcoreStrategic or Co-development Partner · 1 January 2021Major partnership with Boom Battle Bar for shuffleboard installations. Partnership began in 2021 and has grown to include 50 installed tables within 2 years, demonstrating successful collaboration in the competitive socialising space.
• BrewdogcoreStrategic or Co-development PartnerCraft beer and shuffleboard collaboration described as 'a match made in heaven'. Best craft beer and shuffleboard partnership bringing together two premium brands.
• WinmaucoreTechnology or IntegrationSupplier of Winmau Blade 6 dartboards and FLYBY Steel-Tipped Darts. Iconic professional-grade dartboards integrated into FLYBY dart systems.
• Roxy BallroomminorStrategic or Co-development PartnerSocial gaming venue partner that is ahead of the curve on competitive socialising, implementing FLYBY darts.
• Cocks & CowsminorStrategic or Co-development PartnerCopenhagen venue that beefed up its eat, drink, play offer with FLYBY darts implementation.
• Gasworks Brew BarminorStrategic or Co-development PartnerVenue that took on SHUFL shuffleboard and never looked back, showcasing successful partnership.
• Aspers CasinominorStrategic or Co-development PartnerFeatured venue partner showcasing SHUFL.Tech installations and technology integration.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Topgolf: Global tech-enabled entertainment venue operator combining golf with dining and games. Comparable as a large-scale operator of tech-augmented social gaming venues targeting the same competitive socialising consumer and venue-operator customer base.

Direct peers

• Roxy Leisure: UK-based competitive socialising operator (Roxy Ballroom being a TSGG customer). Operates multi-activity venues including bowling, darts, and shuffleboard — competing head-to-head with OCHE in the UK while simultaneously being a TSGG customer, mirroring the dual customer/competitor dynamic with Boom Battle Bar.
• Flight Club: Social darts bar concept combining traditional darts with electronic scoring in a bar/restaurant setting. The most direct competitor to TSGG's OCHE concept — same product (social darts), same customer (adult groups booking venues for food + games), and same business model (venue operator, not just supplier).
• Lane7: UK bowling and entertainment venue operator with multi-activity offerings. Comparable as a regional competitive socialising venue operator with overlapping customer base and B2B procurement needs that could include TSGG's shuffleboard and darts products.
• Puttshack: Tech-enhanced mini golf venue concept using computer vision ball tracking. Directly comparable as a competitor in the competitive socialising category: technology-augmented bar/games venues targeting similar demographic, with a similar franchise/rollout strategy.
• Swingers: Crazy golf and street food venue concept combining tech-augmented games with bar/dining. Comparable operator in the competitive socialising space targeting similar group/corporate bookings market with a venue-based business model parallel to OCHE.
• Bounce: Social ping pong venue concept combining table tennis with food and drinks. Comparable venue operator in the social gaming/bar/dining category; uses a similar model of tech-augmented traditional games in a hospitality setting.
• Boom Battle Bar: Multi-activity competitive socialising venue operator and TSGG's largest B2B customer (50 SHUFL tables installed since 2021). Functions as both a major customer and a venue-format competitor since Boom operates its own branded bars offering similar social gaming experiences.

Others

• Winmau: Iconic professional dartboard manufacturer and TSGG's named integration partner (supplies Winmau Blade 6 boards and co-branded FLYBY Steel-Tipped Darts). Comparable as an upstream supplier in the darts ecosystem and a potential competitor if it pursued electronic scoring in-house.

Emerging players

• Hatchet House of Axe Throwing: Axe throwing and competitive gaming venue concept. Comparable as an emerging operator in the competitive socialising category using a similar group-booking, food-and-beverage model, though focused on a different game mechanic than shuffleboard or darts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thesgg
• LinkedInlinkedin.com/company/the-social-gaming-group
• Instagraminstagram.com/thesocialgaminggroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Social Gaming Group