A report published on January 5, 2010 by independent gaming consultant Josh Apiafi using Google to test the brand strength of the top 10 online gambling sites showed Bodog to be the strongest.

BofogLife SportsBook

The other companies used in the study were: 888, bet365, Betfair, Bodog, bwin, Ladbrokes, Paddy Power, Party Poker, Pokerstars and William Hill.

Calvin Ayre, founder of the Bodog brand, stated: "When I saw this news pop up on the web my New Year hangover cleared even before I finished my breakfast Ceaser; Vodka, Clamato juice and spices. We had a hunch since I first rolled the Bodog brand and business model that we are considered interesting. But that's only part of the story – we also stand for having fun and that's what all people want, especially ones that gamble.

Whether you're into poker, blackjack, roulette or sports, people are looking for a thrill and all those companies trying to be all corporate are simply boring their own customers. It's also why I don't think online gaming companies should go public, the market expects you to be all corporate, which is boring so you end up losing your entertainment soul."

"The measurement method of this study is a very clever one too – who can argue with Google? I am raising my glass now to another 15 years at the top."

How it worked: The survey was done by looking at the number of Google Alerts generated daily, during December, by documents published on the web that contained a mention of each of the brands listed and was carried out by Josh Apaifi of Apiafi Associates. Google Alerts are a service offered by Google which notifies its users by email, or as a feed, about pages published on the web that contain words you are tracking and is a global search.

The original survey: http://bit.ly/6WKv7w

Google Alerts Total:
Bodog – 510
PokerStars – 493
Betfair – 467
Paddy Power – 437
Ladbrokes – 421
Bet365 – 414
William Hill – 395
BWin – 178
Party Poker – 175
888* – 99