Bodog to launch Euro push this summer 04/06/2009

Jake Pollard

Bodog is to ramp up its European marketing this summer ahead of the 2009-2010 football season, Bodog Europe managing director Keith McDonnell has told eGaming Review.      

Bodog’s European website has been in gestation for some time, but McDonnell said the company was keen to ensure the product and technology are relevant to a European audience.  

McDonnel said: “The main issue was the software. It was too US-focused, so we invested in new technology through Orbis and have stuck to a product development roadmap which is nearing completion.”      

Bodog Europe will work along the same lines Bodog Asia, which was launched last month via a licensing deal with Haydock Sports in the Philippines.  

Bodog has undergone substantial change since the passing of the Unlawful Internet Gambling Enforcement Act (UIGEA) in 2006. Bodog founder Calvin Ayre, who stepped down as the head of the business in April last year (more), and licensed the brand name to Mohawk Morris Gaming Group for the US in September 2007. 

McDonnell said the company had been growing organically in the UK but would not try to compete directly with established European operators. Instead it would look to target different demographics by using associated events and media exposure, such as the mixed martial arts events it is linked with. 
 
“The UK is very competitive but we think we have a good chance of tapping into demographics that have not been targeted through clever marketing and use of our brands like MMA,” McDonnell said.

For more from Keith McDonnell, see the July edition of eGaming Review.

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Posted: 04/06/2009