The Littler effect: how a younger generation of darts stars are inspiring a new set of fans to engage with darts betting

With the World Darts Championship underway, a new generation of darts stars are reshaping the sport’s momentum. Their emergence has helped modernise the game’s appeal, attracting younger adult audiences and driving fresh engagement in sports betting.

EGR: We’re seeing a wave of new-era darts stars coming through, headlined by names like Luke Humphries and Luke Littler. How would you describe this generational shift and its impact on the sport?

Gareth Crook (GC): The impact of Luke Littler on darts has been immediate, though the full extent of his long-term influence is still to emerge. The numbers already point to a clear shift. The 2024 World Darts Championship final drew 3.7 million viewers, making it Sky’s biggest non-football sporting audience in the UK, while overall television audiences for the sport continue to rise.

The most significant impact, however, is likely to be on standards. In my view, Littler is poised to end a period of predictable dominance at the top of the game. His arrival will raise performance levels across the board: three-dart averages, checkout percentages and overall consistency will all trend higher as players are forced to operate at that level simply to compete. We have seen this effect in other sports, like snooker and tennis. Darts now feels on the cusp of a similar era.

EGR: With the PDC World Darts Championship starting last week, how would you describe the current momentum behind this new wave of young players?

GC: The momentum behind this new generation is undeniable. It feels more likely than not that the title is lifted by a member of this new wave of players.

From a sportsbook perspective, these are also the players that customers want to back. They are constantly visible across all media channels. Familiarity drives betting interest, and this group has quickly become the focal point for fans and bettors alike.

Luke Littler is the clearest example, but there are plenty of others following in his wake.

EGR: What shifts have you observed in the demographics of darts fans over years?

GC: Luke Littler’s emergence has had a unique impact because it resonates with both younger and older audiences alike. His rise has given existing fans a new focal point while also making the sport accessible to a much younger generation.

In a recent interview I conducted with Matt Porter, CEO of the PDC, he spoke about the organisation’s investment in academies across multiple jurisdictions. The effects of that strategy are already evident. Over the past four years, the number of events and competitive opportunities for emerging players has increased considerably.

EGR: Has the rise of young stars influenced betting patterns or the types of markets fans are exploring?

GC: Not significantly – at least not yet. Today, more than 85% of darts betting activity remains concentrated on traditional markets, such as match betting and totals related to the number of 180s. That said, change feels inevitable. As the profiles of individual players reach all-time highs, player-led engagement will become increasingly prominent. When strong personalities and recognisable ambassadors emerge, interest naturally shifts toward markets that allow bettors to express an opinion on those individuals.

Over time, we should expect player-specific markets, bet builder-style combinations and short-form micro-markets to resonate more strongly within darts, just as they have across other major sports.

EGR: To what extent does having a wider roster of compelling players, from prodigies to underdogs to headline champions, enhance the entertainment value?

GC: Every sport needs recognisable ambassadors and compelling storylines. Tennis offers a clear example: the retirements of Roger Federer, Rafael Nadal and Andy Murray have left a noticeable gap, with Novak Djokovic also approaching the end of his playing career.

Darts now needs sustained rivalries. Luke Littler’s dominance is both an opportunity and a challenge for the sport. While it generates attention and momentum, long-term entertainment value depends on having multiple players capable of competing with him consistently.

There are early signs of this beginning to take shape and, as Matt Porter highlighted in our recent interview, the emergence of elite players from regions such as North America or Asia would help drive global interest and take the sport to the next level.

EGR: What opportunities does this present for operators during major tournaments?

GC: Major darts tournaments present a significant opportunity for operators to capitalise on event-driven betting behaviour. Operators that respond quickly can convert this surge in attention into incremental betting activity.

This trend has been evident in other sports, where interest spikes around major events. Cross-sell strategies are particularly effective during high-profile periods like the World Darts Championship.

The ultimate goal is to increase the number of bets placed per customer. When executed effectively, major darts tournaments offer operators a genuine opportunity to drive deeper engagement and incremental revenue, expanding beyond their traditional core sports.

EGR: Do you see this next generation era having a lasting impact on darts engagement and the way fans interact with the sport?

GC: Yes, absolutely. All the indicators suggest this is a lasting shift rather than a short-term spike. The number of junior academies has doubled, and there are clear signs of cultural momentum.

Darts is also expanding geographically. New events are being developed in markets all over the world, and at the elite level, the World Championship has expanded from 96 to 128 players.

In short, more people are watching, more people are playing and more people are attending live events across a wider range of countries than ever before. That combination points to a genuine generational impact.

Gareth Crook is senior vice-president of sports at Pragmatic Play. With more than 20 years of experience in the sports betting industry, Crook led the launch of Pragmatic Play’s sportsbook offering in late 2023.

Key achievements include market launches in Spain, Germany and the UK (with Brazil, Romania, Denmark and Greece to follow) and new releases such as horseracing, football player markets and esports.

Crook also established Pragmatic Play Sports, a brand that brings together the provider’s growing range of premium sports betting products and services.