The two working class hobbies appealing to new audiences
Reinventing your brand and redefining your USP to appeal to a younger audience is one of the major challenges facing modern businesses in the entertainment sector. Many of the world's favourite traditional hobbies that have struggled to keep up with the times have found themselves on the scrapheap.
In today's hyper-competitive entertainment marketplace, replacing an ageing audience base is vital if your business model is to stay sustainable. While many businesses have cornered the senior marketplace, the reality for many industries is that appealing to the same people year after year will not help them grow.
In this article, we will discuss two traditional working-class hobbies that have succeeded in modernising their brand to appeal to a younger audience.
Darts
The sport of darts traditionally conjures up images of smoke-filled working men's clubs populated by overweight middle-aged men swilling cheap lager. For generations, this represented the marketplace for darts, with those who didn't fit into the target demographic largely disengaged.
However, the reality of the modern game is far removed from those old traditions. Modern darting events feel more like parties than sporting events, with men and women from 18 upwards lining the arenas and contributing to a festive atmosphere.
Organisers even recently pledged to ditch the 'walk-on girls', which provoked an angry reaction from some within the sport's traditional fan base. The decision is a reflection of how determined the sport is to shed its old, parochial image and continue its evolution.
There have even been changes to the players, with female stars like Fallon Sherrock and Mikuru Suzuki making a big impression on the international circuit. Meanwhile, ten-time BDO Championship winner Trina Gulliver blazes a trail for the LGBTQ+ community on the world stage as part of a sport that has evolved to provide a more welcoming environment for openly gay players.
What will next week bring for Fallon Sherrock?!
— BBC Sport (@BBCSport) January 5, 2020
She's just teamed up with 2006 World Cup winner Luca Toni in the Celebrity Darts World Cup.https://t.co/zCa01zCHRi pic.twitter.com/dj2oBWB3J2
Bingo
The game of bingo has been played for hundreds of years but it's arguably never been as popular or as accessible as it is today. The game continues to be played in bingo halls up and down the country, although it is the transition online that is most responsible for its recent explosion in popularity.
The nature of the game means it has been easy to adapt for online play, and it's no surprise that so many new bingo platforms have sprouted up in recent years. Many of the best new bingo sites feature welcome bonuses for new players, which again has helped underpin the industry's growth.
Recent data shows that the age group most likely to be playing bingo is 25-34, which is a far cry from the traditional stereotype. 62% of bingo's players are female, which is a lower percentage than what you'd have ordinarily found at one of the game's traditional venues over the last 30 years.
Helped by recent innovations including Drag Queen Bingo and Bongo's Bingo, this humble hobby remains a relevant and major part of British entertainment culture. The game is accessible and open to all and looks set to continue its recent renaissance.
🏳️🌈👑⭐️ DRAG QUEEN BINGO IS TONIGHT ⭐️👑🏳️🌈
— Student Activities Association (@SAA_1923) October 14, 2020
COCO AND US CAN’T WAIT TO SEE Y’ALL THERE ‼️‼️‼️ #thesaaexperience #lumberjackstrong #dragqueenbingo pic.twitter.com/O4OvYfbjqA
Darts and bingo are just two examples of traditional British pastimes that are working hard to change their image and appeal to a younger audience and broader cross-section of the population. Though their work is not through, the initiative shown so far should be applauded.
