Bodog´s European gambling ambitions

The European holder of the Bodog brand franchise, Bodog Europe, has spelled out its European ambitions in an interview with the publication Marketing Week.

The new marketing chief of the company, former Visa and Sony Ericsson marketing professional Dee Dutta revealed that the online gambling company is preparing to launch a slew of new services backed by a multi-million pound marketing push in order to secure a bigger share of the lucrative UK online casino and sports betting markets.

Dutta said that Bodog Europe plans to set up a new UK entity early 2012 after being granted three licences by the UK Gambling Commission. Horse racing will be added to the site in the coming weeks, while online casino services are being developed that include the introduction of a live dealer product.

Overseeing the expansion will be a marketing team that will be increased from 20 to 40, supported by creative agencies that are currently being evaluated.

”The UK is the largest regulated market in the world today and we want to be part of that,” Dutta told the publication. “The decision was not taken on market share. The key thing is to develop trust with the UK customer. This is one of the most important things for the industry.”

He added that online casino services will receive particular attention as they are a “hugely neglected part of the online gaming space despite being the highest profit generator by far”.

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