The Man Behind Bodog

The BBC has an article about Chris Ayre, the founder of Bodog. The article is of course on the back of the on-line gambling ban in the States. Ayre argues that the Bodog brand is what differentiates him from the other on-line sites. I would have thought that it would be his brand diversity that will be the key to Bodog's success, music, publishing, TV, his more limited exposure to the American poker market (unlike Party!) that will continue to make Bodog a success. The brand does nothing for me, but perhaps a married 30 something with 2 kids isn't his target audience. To me, Bodog is loud and brash, with an ugly poker client.