In the electrifying world of professional darts, where the roar of the crowd and the precision of a 180 call can ignite a stadium, one man’s voice has become synonymous with the sport’s drama: Russ Bray, the legendary referee known as the “Voice of Darts.” At 67, Bray, a veteran official with nearly three decades of calling matches, has found a new way to capitalize on his iconic status, thanks to the meteoric rise of teenage sensation Luke Littler. Bray’s innovative side hustle—a darts scoring app featuring his unmistakable raspy voice—has seen its earnings more than double, a phenomenon he attributes to the “Luke Littler effect.”
Bray’s journey to darts immortality began long before Littler’s arrival. A former policeman, driving instructor, and scaffolder, Bray carved out a unique niche in the sport with his gravelly, commanding delivery, honed by years of smoking since age 10. His signature “180” call is a fan favorite, resonating through venues like Alexandra Palace and earning him global recognition. But it was a serendipitous suggestion from a tech-savvy acquaintance that launched his latest venture. “A guy got hold of me from up north and asked if he could do a Russ Bray darts app,” Bray recalled. “I said: ‘How much is it going to cost me?’ He said: ‘Nothing. All you’ve got to do is record names and numbers.’” With that, Bray recorded his iconic calls, and the app was born, allowing players worldwide to have their games scored in his distinctive voice—for free.
The app’s success has been nothing short of remarkable, but it was Littler’s explosive debut that sent it into overdrive. The 18-year-old prodigy, who captivated the world by reaching the 2023/24 PDC World Championship final at 16 and clinching the title in January 2025, has transformed darts’ popularity. “When you talk about the Luke Littler effect, last year I probably earned £30,000 from it,” Bray revealed. “Luke Littler has brought darts to the fore.” The app, one of the most successful on Apple’s platform, has become a must-have for fans, riding the wave of Littler’s fame, which saw his Instagram following soar from 34,000 to over a million during his championship run.
Bray’s entrepreneurial spirit doesn’t stop at the app. He’s also tapped into the personalized video message market through Cameo, recording bespoke greetings for fans. “I get £37.50 per 30-second Cameo advert and have done £18,000’s worth,” he shared. From birthday wishes to motivational messages, Bray’s gravelly tones bring joy to fans worldwide. “If it’s Mavis to Bert, wishing him a happy 50th birthday, I say: ‘Hello Bert, Russ Bray here. Mavis wants to wish you a happy 50th birthday,’” he explained, adding a heartfelt wish for a great day. These ventures, combined with his refereeing legacy, have made Bray a financial success story, proving that passion and opportunity can converge even later in life.
Littler’s impact on darts extends beyond Bray’s bottom line. The Warrington-born star, dubbed “The Nuke,” has elevated the sport to new heights, drawing comparisons to Emma Raducanu’s tennis breakthrough. His 2024 haul included the Premier League title, the Grand Slam of Darts, and a nine-darter in the Premier League final, cementing his status as a generational talent. “He’s got fantastic eye-hand coordination,” Bray said of Littler. “He’s a natural dart player.” Yet, Bray wonders about the future: “He’s a very rich young man. Will he have the motivation in a couple of years’ time? We don’t know.” With a strong family and management team behind him, Littler seems poised to dominate, but Bray’s insight underscores the pressures of fame.
As darts continues its global surge, fueled by Littler’s charisma and skill, Bray’s story is a reminder of the sport’s transformative power. From policing London’s streets to calling world championships, he’s now thriving in the digital age, his voice echoing in pubs and living rooms worldwide. Whether it’s a perfectly timed “Game on!” or a birthday message for Bert, Russ Bray’s legacy is as enduring as the sport he loves—and thanks to Luke Littler, it’s more lucrative than ever.