The company is to set up a new UK entity early next year after being granted three licences by the Gambling Commission. Horse racing will be added to the site in the coming weeks, while online casino services are being developed including the introduction of a live dealer product.
Rivals in sports betting include Ladbrokes, William Hill and Betfair, while PokerStars is the world’s biggest casino betting operator.
Its current 20-strong marketing team will be doubled to spearhead the push. Creative agencies are also being sought.
Bodog’s UK marketing as been confined to its sponsorship of Premier League team West Bromwich Albion. Its European division signed a two-season shirt sponsorship deal with the West Midlands side in June, said to be the “largest sponsorship deal” in West Brom’s history.
The increase in activity follows the appointment of Former Visa and Sony Ericsson marketer Dee Dutta as chief marketing officer earlier this year.
Dutta says:”The UK is the largest regulated market in the world today and we want to be part of that.
“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 adds 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”.