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Independent Research Shows Bodog has the
Best Brand Strength in Online Gambling

For Immediate Release

Jan. 8, 2010
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.

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
*mentions of telephone numbers containing '888' were discounted

About BodogBrand.com

Created in 2005, BodogBrand.com is an entirely new model of venture partner - one that takes the vast, contained energy of a globally-recognized brand from one sector, couples it with deep branding expertise and financial depth, and unleashes it to propel new ventures to prominence in complementary industries. A model that respects the entrepreneur and understands that "ventures synergies" is not some marketing buzzword, but has the potential to be the foundation of an entirely new way of doing business.

BodogBrand.com holds the global rights to license the Bodog brand across all sectors and its mandate is to partner with carefully-selected licensees to license the brand to accelerate partner growth, while extending the BodogBrand.com into new and vibrant markets.

More than just an IP licensing company, more than a venture capitalist, more than a marketing and management consultancy - BodogBrand.com sees the world just a little bit differently.

What do we see? We see a global brand, but one whose character of dynamic innovation is not corroded by it becoming just another asset on some behemoth company's balance sheet. We see a brand that retains its vigour because it is brought to life every day by a growing community of entrepreneurs, an ecosystem of licensees in complementary sectors whose efforts don't compete, but enhance, one another's businesses. United by common values, bound together by a shared vision, the brand licensees form a thriving hive of innovation and passion.

For further information, call Ed Pownall, BodogBrand.com Press Office (London), at +44-7825-064776 or email pr@bodogbrand.com.

About Apiafi Associates

Apiafi Associates is an independent consultancy which concentrates mainly within the gaming and horseracing industry. It also consults to businesses outside of these areas on commercial, marketing and branding matters. It is headed up by Josh Apiafi who prior to founding the business was CEO of the Professional Jockeys Association. Josh was also Director of Horseracing and Head of Marketing for Betfair from 2002 - 2007.

Apiafi Associates client base includes REL (Racing Enterprises Ltd), The Professional Jockeys Association, The PPF (Professional Players Association), Joules Clothing, Integrity In Sport Ltd, Rewards4Golf, Weathercock Racing Ltd and Sportsmasters International.

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