Russ Bray, the legendary darts referee known as “The Voice” for his iconic raspy calls, has long been a fixture in the sport, officiating thrilling moments like Phil Taylor’s televised nine-darter in 2002. But at 67, Bray, a former police traffic officer turned Professional Darts Corporation (PDC) ambassador, is making headlines not for his refereeing but for a savvy side hustle that’s reaping unprecedented rewards. His mobile app, Russ Bray Darts Scorer, has seen its profits skyrocket, thanks to the meteoric rise of teenage darts sensation Luke Littler. “Last year I probably earned £30,000 from it,” Bray revealed, a figure that dwarfs his usual £12,000 to £13,000 annual earnings from the app, crediting the “Luke Littler effect” for transforming darts’ global appeal.
The story of Bray’s app began over a decade ago when Andrew Aisbitt, a developer from northern England, approached him with a bold idea. “A guy got hold of me from up north and asked if he could do a Russ Bray darts app,” Bray recounted. “I said, ‘How much is it going to cost me?’ He said, ‘Nothing. All you’ve got to do is record names and numbers.’” Bray’s task was deceptively simple: record his signature calls—180s, game shots, and player names—to bring an authentic darts experience to fans worldwide. Launched in 2014, the app allows users to compete against friends or online opponents, with Bray’s voice refereeing every throw. Its success was steady, but Littler’s emergence turned it into a phenomenon. “It’s become one of the most successful apps on Apple,” Bray noted, marveling at its growth.
Littler, the 18-year-old prodigy dubbed “The Nuke,” has redefined darts since bursting onto the scene at the 2024 PDC World Darts Championship, where he reached the final at just 16. His runner-up finish to Luke Humphries earned him £200,000, followed by a £500,000 prize for winning the 2025 World Championship against Michael van Gerwen. Add to that his 2024 Premier League Darts title and £275,000, and Littler’s £1.5 million in career earnings have made him a household name. His charisma and skill have drawn legions of new fans, particularly younger audiences, boosting darts’ visibility. “Luke Littler has brought darts to the fore,” Bray said, pointing to the app’s banner year in 2024, when downloads surged after Littler’s World Championship run. Bray’s earnings spiked dramatically, with monthly payouts in early 2024 reaching 12 to 13 times his usual amount.
The app’s appeal lies in its immersive experience. Players can practice or challenge others globally, with Bray’s voice delivering real-time commentary, from “Game on!” to personalized name calls. “Andy has since made the app accessible for people to play each other, from anywhere in the world, and the Luke Littler effect on it has just been absolutely incredible,” Bray enthused. The app’s endorsement by Unicorn, a leading darts brand, has further cemented its status. Bray’s financial windfall isn’t limited to the app; his voiceover work, including a £15,000 McCoy’s crisps advert that ran for three years, and £18,000 from personalized Cameo video messages at £37.50 per 30-second clip, have added to his coffers.
Bray’s journey from a policeman to a darts icon is a testament to his entrepreneurial spirit. A self-professed fan of “impulse buying” and modest gambling—he once won £1,680 on a £20 accumulator to cover a Jaguar XJS engine repair—Bray has embraced darts’ growing mainstream appeal. The sport’s £125 million Sky Sports deal and sell-out crowds at venues like Alexandra Palace reflect its surge, with Littler as its poster child. “It’s only going to get bigger,” Littler predicted, a sentiment Bray echoes as he travels as a PDC ambassador, spotting talents like India’s 14-year-old Aryaveer Chokhani, whom he calls “magnificently good.”
As Littler prepares for the 2025 Premier League Darts, where he leads the standings with £40,000 from four weekly wins, Bray’s app continues to thrive. “It’s fantastic,” Bray said of the app’s success, a nod to Littler’s transformative impact. From refereeing nine-darters to cashing in on a digital empire, Bray’s story is one of seizing opportunity in a sport riding an unstoppable wave.