With the resolution of the Bodog brand patents dispute last (April) month  the European licensed site at Bodoglife.co.uk is re-routing  to the main international brand and gearing up for a busy European sportsbetting season.
 
Last month, md Keith McDonnell, hinted at the future direction of the brand when he said: "As the ‘Bodog' brand licensee for Europe, we are ecstatic to see the return of http://www.bodog.com. Working with the Morris Mohawk Gaming Group and the other licensees, geo-targeting will be used to ensure visitors outside of the MMGG's (North American) territory are directed to the correct site, including ours (http://www.bodoglife.co.uk ). This way, the marketing efforts of every licensee to promote http://www.bodog.com benefit us all, ultimately reinforcing and strengthening the global brand. It will absolutely be a win-win-win solution."
 
McDonnell and his staff have been busy making the operation more suited to the European market by engaging with Orbis – which was brought in to sort out William Hill's troubled in-house software last year – on new software. The goal is to be fully geared up in terms of technology and content in good time for the strt of the 2009-2010 football season.
 
The company will be aligned with similarly licensed entities in Canada (MMGG) and the Phillipines (Haydock Sports) as reported previously in InfoPowa.     
 
McDonnell acknowledges that Europe is a tough and highly competitive arena, but has said that his marketers will leverage associated sports tournaments like its Ultimate Fighting Championship to target different and in some cases new demographics.