“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos
With the meteoric rise of the Bodog online gaming brand in the mid-2000’s, this irreverent, rogue-ish company with its quirky name and its charismatic founder quickly captured the gaming world’s attention. Entering a market dominated by buttoned-down, three-piece-suit-sporting public companies, the private Bodog brand and its values of world-class entertainment, customer service and irreverent fun quickly seized the attention of the online entertainment industry and refused to let go.
Bodog was founded upon this outlandish idea that online entertainment in general and online gaming in particular should be… well… entertaining. Beating the house at the casino or placing a bet on your beloved team should inspire the same passion that rockets you to your feet when your team scores at the stadium or leaves you grinning so long at the blackjack table that your cheeks hurt. In short, it should be fun – it shouldn’t feel like you’re choosing a term life insurance plan.
And nowhere were these brand values better personified than in Calvin Ayre, the founder of the original enterprise and steward of the brand. The vision soon emerged of Bodog as a much more inclusive digital entertainment and lifestyle brand. Industry media scoffed and competitors whose eyes were firmly fixed upon quarterly earnings derided the idea as a distraction, while the Bodog brand envisioned a future where its brand went head to head with such entertainment giants as Disney and Sony.
And so, in anticipation of this new world order, the brand and all related intellectual property rights in direct and indirect properties were comprehensively assessed and valued, and ultimately amalgamated into a separate licensing enterprise – BodogBrand.com.
The vision was that BodogBrand.com would not operate business directly, but rather it would ultimately function as a brand licensing and venture partner for licensees with solid business plans and that demonstrated ability to nurture and support the vision of the global brand. Those whose business models were sound and whose management embraced the Bodog ethic were assessed as potential brand licensees whose products or services which would be marketed and distributed under the Bodogbrand.com. These partners would bring deep domain knowledge and Bodog would bring a globally-recognized brand and potentially funding, creative assets and/or marketing consulting.
And so BodogBrand.com was born.
The first licensees in the BodogBrand.com portfolio were “Bodog Music” and “Bodog Fight” in 2005, initial forays that propelled the brand licensee’s businesses forward while generating licensing revenue and introducing the electric and irreverent BodogBrand.com to millions of new viewers. The licensing revenue was then cycled back into brand awareness initiatives, enabling the funding of new brand licensees across new sectors and creating a virtuous circle for he entire brand licensee ecosystem.
Since then, the BodogBrand.com has been licensed principally in the online gaming space. Currently the brand is licensed to the Bodog Europe gaming organization (operating www.bodog.co.uk and www.bodog.ca under a European and Canadian brand license agreement), Haydock Sports, who operates www.bodog88.com in Asia and a poker network found at Bodog Network www.bodognetwork.com.