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5 With… Calvin Ayre, CEO, Bodog Entertainment

Elliot Silver
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3

Bodog Entertainment is one of the fastest growing entertainment and media companies in the world, offering online gaming, a record label, a publishing division, and a television production division. Headquartered in the beautiful Caribbean nation of Antigua, Bodog was founded in 1994 by Canadian entrepreneur Calvin Ayre, who is well-known and respected as an online and digital branding authority, recently appearing on the cover of Forbes Magazine’s Billionaires’ issue.

I have a deep respect for Calvin. Under his leadership, Bodog Entertainment grew from nothing into a HUGE lifestyle brand, recognized throughout the world. Calvin is a self-made entrepreneur, who has had to work hard for everything. I admire his tenacity in the face of adversity, and the charitable work he and his foundation do is commendable.

In August of 2007, Bodog was forced to deal with a major problem when a Nevada court issued a default judgment. 1st Technology filed suit alleging that Bodog’s software infringed on their patents. In addition to awarding 1st Technology $49 million in damages, the judge also awarded them all of Bodog’s domain names, which were removed from servers, without warning to the company or its customers. Bodog plans to appeal this ruling on several grounds, but in the mean time, any web traffic intended for Bodog.com has been lost. Imagine driving to your local mall only to find it boarded up without any signs informing you where it went or what happened. That’s what it was like for Bodog customers who were unaware of the issue.

Within hours of losing their domain names, Bodog informed its customers of the situation and let them know where the website could be found, ultimately choosing the appropriate BodogLife.com. Extraordinarily, the company saw an INCREASE in web traffic after these changes were made. What could have been a disaster due to lost SEO and confusion turned into a positive. In fact, this Google Trends graph illustrates the amount of searches for Bodog.com (pre-news) and BodogLife.com are nearly identical.

I recently had an opportunity to interview Calvin, and I thank him for candid answers.

1.) EJS: At a certain point in time, money has to stop becoming a motivating factor. You’ve built a wildly successful brand in Bodog. What drives you to continue to fight to grow the brand?

CA: “One of the many reasons Bodog has been so successful to begin with, is that money was never a primary motivating factor. I started a digital entertainment company because I felt it would facilitate a smaller gap between work and play in my everyday life.

I continue to do what I do simply because I love it. I am a builder, I love to build things. I would not know what to do with myself if I were to quit now.

In the future once I am satisfied with what I’ve built Bodog to be, I hope to put this same energy into my foundation work.”

2.) EJS: A company like Bodog needs to stay on top of marketing trends to stay on the minds of its target audience. Some recent trends that Bodog has been all over is online music, mixed martial arts fighting and social networking. What trends are exciting to you (mobile technology for example), and what partnerships are helping you stay in the minds of your loyal customers as well as potential customers?

“We are working on mobile technology as well as streaming video of our original content and continually trying to find innovative methods of combining TV, events and the online realm to provide a great entertainment spectrum. Of course, during this all, we always make sure to incorporate the brand message throughout.

We have run some groundbreaking campaigns with Myspace and Youtube and I am sure we’ll continue to be ahead of the curve with regards to integration amongst social networking and digital entertainment leaders.

Another great relationship for us is our new brand licensing deal with the Morris Mohawk Gaming Group out of Kahnawake Quebec. This is the first of what we hope to be a number of brand licensing arrangements that will evolve Bodog away from being an operating company in all areas of our business.”

3.) When will Bodog introduce Bodog Hotel, Bodog Vacations, and Bodog Cruise Lines and move a bit away from the online entertainment area?

“We have more off-line initiatives coming, but for the time being we are going to focus our offline resources on live music and original content television production.

The Bodog brand is clearly a lifestyle brand and can arguably exist in virtually any form. Achieving this degree of marketability has been the plan since day one. However, for the foreseeable future, we will be focused on internationally expanding the predominantly digital entertainment company.”

4.) EJS: What would be a better feeling – winning the case against the “Patent Troll” or when the United States allows unrestricted online gaming?

CA: “Clearly having the US be more favorable to our sector would be a great thing. For the most part, with the exception of having some humor and publicity value, the patent troll issue is already off my radar.

We won the war the first day when we got back up and running within a span of 12 hours. Bodog is a brand which is not contained within or defined by its domain. Had the Patent Trolls understood this, they likely would not have black-holed the domains as their first move.

Additionally, the company they have the judgment against, though using the Bodog name, is not part of our group and was shut down in September of 2006. Other than wanting the domains back that this company was managing for us, I would not even have an interest in the case.

At this point I am treating the entire issue as an ongoing PR opportunity to be leveraged at will. Now that we have re-established Bodog’s online residence at Bodoglife.com, there is no way we would ever revert back to bodog.com even if the domains were to be returned. At most, we would simply use them as redirects. Bodoglife.com is continually and increasingly rising in search rankings for all of our keywords, so its there to stay as we currently see it.”

5.) EJS: Because of US regulatory issues, PPC (pay per click) advertising revenue in the gaming industry has generally declined, driving down the value of domain names in this genre. Have you considered purchasing generic gaming domain names to forward to your BodogLife.com homepage? Using Frank Schilling’s InternetCasino.com example, would it be worth your while to cut out GooYahSoft, domain parking companies, and domain owners, and just buy some generic casino domain names to help boost traffic?

CA: “This isn’t actually a new idea. We already take part in this and have been doing so for years now. We have an enormous network of off-brand domains doing this for us as well. In addition we also work in conjunction with others who follow this same system. Needless to say, the overlap serves our interests well.

However, these are just secondary to what really separates Bodog from the masses and consequently, what drives traffic to our site. Our branding strategy plays a huge part in our success and this is clear as day when you look at how fast we were able to move to a new online home with no ability to re-direct from previous domains.”

Moniker TRAFFIC Live Auction List

Elliot Silver
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1

I received the Moniker TRAFFIC live auction list via email today. At first glance, it looks like there are many non-.com names in the list. Below is the list. I bolded the names I believe have very good  reserve prices. This could be a record setting auction.

Live Auction Order:

1 TickerSymbols.info No Reserve
2 MotorPool.com No Reserve
3 ComicBookStore.com $5,001 – $10,000
4 ChineseCheckers.com $1 – $5,000
5 SpeakerOfTheHouse.com $1 – $5,000
6 PhotographyEquipment.com $1 – $5,000
7 StreetMaps.net $1 – $5,000
8 ArtDecoFurniture.com $1 – $5,000
9 Deposit.net $5,001 – $10,000
10 RepossessedCars.com $5,001 – $10,000
11 TuxedoRental.com $25,001 – $50,000
12 VoiceRecognitionSoftware.com $25,001 – $50,000
13 EmergencyLoan.com $5,001 – $10,000
14 MassachusettsRealEstate.com $100,001 – $250,000
15 DownloadMovies.net No Reserve
16 VirtualOfficeSpace.com $1 – $5,000
17 Poker.mobi $5,001 – $10,000
18 DiscountTours.com $5,001 – $10,000
19 Borrow.net $5,001 – $10,000
20 OfficeSupplyStores.com $10,001 – $25,000
21 DogBoarding.com $10,001 – $25,000
22 SchoolTeacher.com $25,001 – $50,000
23 TennisRackets.com $50,001 – $100,000
24 QuickPay.com $1 – $5,000
25 Podiatrists.com $100,001 – $250,000
26 Wifi.us $5,001 – $10,000
27 Cash.mobi $1 – $5,000
28 Debit.com $100,001 – $250,000
29 PrimeInterestRate.com $5,001 – $10,000
30 411Information.com $1 – $5,000
31 HomeBudget.com $5,001 – $10,000
32 CheckCashingService.com $5,001 – $10,000
33 News.mobi $1 – $5,000
34 HomeBasedBusinesses.com $10,001 – $25,000
35 Cholesterol.net $10,001 – $25,000
36 CateringService.com $10,001 – $25,000
37 Invest.net $25,001 – $50,000
38 AutoFinancing.com $25,001 – $50,000
39 BullDozers.com $50,001 – $100,000
40 House.net $100,001 – $250,000
41 CrosswordPuzzles.com $100,001 – $250,000
42 Investment.com $750,001 – $1MM
43 NewYorkCityMuseums.com $1 – $5,000
44 DiscountSoftware.net $5,001 – $10,000
45 CemeteryPlots.com $10,001 – $25,000
46 CysticFibrosis.org $10,001 – $25,000
47 EuropeanVacations.com $10,001 – $25,000
48 GlobalPositioningSystem.com $25,001 – $50,000
49 PensionPlan.com $50,001 – $100,000
50 SportsScores.com $50,001 – $100,000
51 WallStreet.com $1MM – $5MM
52 GolfClubs.net $10,001 – $25,000
53 BankAuctions.com $10,001 – $25,000
54 DiscountCruises.org $1 – $5,000
55 VirusProtectionSoftware.com $10,001 – $25,000
56 TeenChat.net $25,001 – $50,000
57 PaymentCalculator.com $25,001 – $50,000
58 Promotion.com $50,001 – $100,000
59 Taxes.com $1MM – $5MM
60 FastMortgages.com $50,001 – $100,000
61 Email.mobi $1 – $5,000
62 Buy.mobi $1 – $5,000
63 FinancialCounseling.com $1 – $5,000
64 IndustrialEngineering.com $5,001 – $10,000
65 Lotto.info $5,001 – $10,000
66 SportsAuction.com $10,001 – $25,000
67 WoodCabinets.com $10,001 – $25,000
68 Computer.com $1MM – $5MM
69 DigitalCertificates.com $10,001 – $25,000
70 DelawareInsurance.com $5,001 – $10,000
71 ProfessionalShoppers.com $1 – $5,000
72 ConcertTicketsOnline.com $1 – $5,000
73 FreeMovies.net $5,001 – $10,000
74 MedicalTranscriptionService.com $10,001 – $25,000
75 Aids.net $25,001 – $50,000
76 ChocolateCandy.com $25,001 – $50,000
77 AutomobileParts.com $25,001 – $50,000
78 Crow.com $25,001 – $50,000
79 DiscountPetSupply.com $5,001 – $10,000
80 Sciencefiction.com $250,001 – $500,000
81 PoolSticks.com $50,001 – $100,000
82 Tourettes.com $25,001 – $50,000
83 TennisPlayer.com $25,001 – $50,000
84 SnowmobileAccessories.com $10,001 – $25,000
85 StockQuotes.com $1MM – $5MM
86 OnlineInvestment.com $5,001 – $10,000
87 OrganicFarms.com $50,001 – $100,000
88 Ethanol.com $750,001 – $1MM
89 SchoolTrips.com $10,001 – $25,000
90 ForSale.org $10,001 – $25,000
91 PDA.mobi $1 – $5,000
92 Podcast.mobi $1 – $5,000
93 Elections.com $750,001 – $1MM
94 Corgis.com $5,001 – $10,000
95 CertifiedOrganic.com $5,001 – $10,000
96 Sicilian.com $10,001 – $25,000
97 CaribbeanVacations.com $25,001 – $50,000
98 Photographers.com $750,001 – $1MM
99 SouthPadreIslandRealEstate.com $1 – $5,000
100 PublicOpinionPolls.com $1 – $5,000
101 TollFreePhoneNumbers.com $5,001 – $10,000
102 CertifiedPublicAccountants.com $10,001 – $25,000
103 Ankle.com $25,001 – $50,000
104 Kuwait.com $500,001 – $750,000
105 FamilyCellPhonePlans.com $1 – $5,000
106 StMaartenRealEstate.com $25,001 – $50,000
107 SportsAgent.com $25,001 – $50,000
108 BloodTest.com $100,001 – $250,000
109 Shopping.mobi $1 – $5,000
110 Ringtones.mobi $1 – $5,000
111 Ghetto.com $50,001 – $100,000
112 ZIPCodes.mobi $1 – $5,000
113 IncomeTaxReturn.com $10,001 – $25,000
114 MoneyLenders.com $50,001 – $100,000
115 Deli.com $100,001 – $250,000
116 Copiers.com $250,001 – $500,000
117 BookClub.info No Reserve
118 Hospitals.us $5,001 – $10,000
119 SpaghettiSauce.com $10,001 – $25,000
120 LuxuryYacht.com $10,001 – $25,000
121 ReverseTelephoneDirectory.com $25,001 – $50,000
122 Communication.com $100,001 – $250,000
123 PrepaidCellPhoneCards.com No Reserve
124 ExerciseClass.com $1 – $5,000
125 Amusement.com $25,001 – $50,000
126 LowInterestLoans.com $25,001 – $50,000
127 Personals.net $100,001 – $250,000
128 MiniatureGolf.com $100,001 – $250,000
129 CableTelevision.net $1 – $5,000
130 ConsumerElectronics.com $100,001 – $250,000
131 HomeMortgageRates.com $10,001 – $25,000
132 StartingASmallBusiness.com $5,001 – $10,000
133 LottoResults.com $10,001 – $25,000
134 HomeStereo.com $10,001 – $25,000
135 SportingGoods.com $250,001 – $500,000
136 Cowboys.com $250,001 – $500,000
137 DraftBoard.com $1 – $5,000
138 Dentists.net $50,001 – $100,000
139 CarRaces.com $5,001 – $10,000
140 MortgageRates.org $10,001 – $25,000
141 Carburetors.com $25,001 – $50,000
142 Math.net $25,001 – $50,000
143 CigarBars.com $5,001 – $10,000
144 LeatherFurniture.com $100,001 – $250,000
145 RenoApartments.com No Reserve
146 FertilityDoctors.com $50,001 – $100,000
147 GlassBlock.com $50,001 – $100,000
148 TelephotoLens.com $1 – $5,000
149 ItalianMafia.com $5,001 – $10,000
150 VenusFlytrap.com $10,001 – $25,000
151 CardStores.com $5,001 – $10,000
152 Supplying.com $25,001 – $50,000
153 Scientists.com $25,001 – $50,000
154 Manufacture.com $50,001 – $100,000
155 Disease.com $750,001 – $1MM
156 ElectronicGreetingCards.com $25,001 – $50,000
157 FragileX.com $10,001 – $25,000
158 Bill.mobi $1 – $5,000
159 BusinessClassAirfares.com $1 – $5,000
160 AllergyMedications.com $5,001 – $10,000
161 AirlineTickets.org $5,001 – $10,000
162 MalpracticeAttorneys.com $1 – $5,000
163 RapVideos.com $1 – $5,000
164 LogHomeKits.com $10,001 – $25,000
165 Newlyweds.com $50,001 – $100,000
166 MortgagePoints.com $1 – $5,000
167 Bad.com $250,001 – $500,000
168 DocumentTranslation.com $1 – $5,000
169 Choppers.com $500,001 – $750,000
170 OilDrilling.com $10,001 – $25,000
171 Idols.com $10,001 – $25,000
172 Semen.com $50,001 – $100,000
173 Banners.com $250,001 – $500,000
174 BasketballOnline.com $1 – $5,000
175 Election2008.com $10,001 – $25,000
176 Software.info $5,001 – $10,000
177 ChristmasGiftBaskets.com $10,001 – $25,000
178 Scores.mobi $10,001 – $25,000
179 Estate.com $500,001 – $750,000
180 GirlBlog.com $1 – $5,000
181 PregnancyCenters.com $5,001 – $10,000
182 DesignStudios.com $5,001 – $10,000
183 TruckLoan.com $10,001 – $25,000
184 Sambuca.com $25,001 – $50,000
185 Diagnosis.com $250,001 – $500,000
186 BillyJean.com $1 – $5,000
187 YardSale.org $5,001 – $10,000
188 TakePart.com $10,001 – $25,000
189 Grapes.com $100,001 – $250,000
190 MartialArts.com $250,001 – $500,000
191 LastMinuteAirfare.net $1 – $5,000
192 Pesos.com $25,001 – $50,000
193 CustomRims.com $50,001 – $100,000
194 Races.com $50,001 – $100,000
195 Contraceptives.com $250,001 – $500,000
196 DrugRehabilitationProgram.com $5,001 – $10,000
197 IndividualSavingsAccount.com $5,001 – $10,000
198 Conventions.org $10,001 – $25,000
199 AircraftRental.com $10,001 – $25,000
200 Transplant.com $50,001 – $100,000
201 GasPrices.com $100,001 – $250,000
202 Mucho.com $5,001 – $10,000
203 ConstructionWorkers.com $10,001 – $25,000
204 Explosion.com $25,001 – $50,000
205 Toasts.com $50,001 – $100,000
206 Table.com $50,001 – $100,000
207 PrimaryEducation.com $5,001 – $10,000
208 TrueConfessions.com $10,001 – $25,000
209 Americans.org $25,001 – $50,000
210 Eel.com $100,001 – $250,000
211 ePayments.com $100,001 – $250,000
212 Wednesday.org $5,001 – $10,000
213 Demo.net $10,001 – $25,000
214 FreeSearches.com $1 – $5,000
215 USTrademarks.com $5,001 – $10,000
216 EmergenCyclinics.com $10,001 – $25,000
217 EmploymentReferences.com $1 – $5,000
218 EnergyCompanies.com $1 – $5,000
219 Businesses.org $10,001 – $25,000
220 MaineLobsters.com $25,001 – $50,000
221 HY.com $100,001 – $250,000
222 HomeLoanRates.com $1 – $5,000
223 CriminalLawyers.com $10,001 – $25,000
224 WIR.com $100,001 – $250,000
225 Public.com $100,001 – $250,000
226 Cab.mobi $10,001 – $25,000
227 ClassicCarShows.com $5,001 – $10,000
228 Emmanuel.com $10,001 – $25,000
229 BathingSuit.com $50,001 – $100,000
230 Closings.com $25,001 – $50,000
231 Technology.org $50,001 – $100,000
232 FederalGovernment.net $1 – $5,000
233 UnitedStatesImmigrationAndNaturalization.com $5,001 – $10,000
234 Relative.com $25,001 – $50,000
235 Locally.com $25,001 – $50,000
236 DiscountAirfares.net $5,001 – $10,000
237 ArtistManagement.com $5,001 – $10,000
238 Dock.com $50,001 – $100,000
239 HateCrimes.com $25,001 – $50,000
240 ShowMe.com $25,001 – $50,000
241 BestCDRates.com $25,001 – $50,000
242 Blood.net $10,001 – $25,000
243 EducationGrants.com $10,001 – $25,000
244 SATTests.com $10,001 – $25,000
245 Audit.net $10,001 – $25,000
246 Perch.com $5,001 – $10,000
247 CommentBox.com $5,001 – $10,000
248 Electromagnets.com $5,001 – $10,000
249 PressReleases.com $1MM – $5MM

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