Rising star Luke Littler and world champion Luke Humphries are the stars of an ever-expanding cultural phenomenon

There are plant burgers and arancini on sleek dark plates. There is a beer mat with the face of Brendan Dolan on it. In one corner of the room Michael van Gerwen is being interviewed by Troy Deeney live on TalkSport. In another an influencer called JaackMaate is filming a video for his YouTube channel.

Dave Allen, the press chief at the Professional Darts Corporation, remembers the first time they held a media launch before the world championship. It was 2008, Phil Taylor and Raymond van Barneveld and Sid Waddell dressed as Santa Claus, holding a huge novelty dartboard. A handful of people turned up, a few photos were taken, and then everyone packed up and went home.