The main goal is for World Bowls to grow the sport in both new and current markets. The sport aims to build and commercialise some of its assets for the long-term benefit of its members and world-class bowlers.​

A partnership between World Bowls and Tier 5 Ventures to create an official season of bowls events across each year. This is called the World Bowls Series (WBS). WBS is a year-long calendar of sanctioned events attached to the official World Bowls rankings. The events will feature across the globe and will be a mixture of current and new events. ​