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The betting market in Europe is a little more advanced than in the United States—lack of UIGEA legislation doesn’t hurt—but Ayre says his linesmakers won’t have to learn a new system as it were.

“Our odds are already offered in universally-friendly decimal, fractional and moneyline formats. The technical aspects of our sportsbook won’t require much—if any—adjustment at all,” said the Bodog boss.

“Our team of bookmakers is also constantly researching and brainstorming to ensure we offer odds on popular events such as the Grand National, along with focusing our infamously witty entertainment props on items of interest in European pop culture.”

Heading into a new market as Europe also is opening up new doors to the company.

Although mobile gambling is not as readily available in the U.S. (again partially because of the UIGEA), mobile gambling technology is flourishing across the Atlantic and Bodog wants to take advantage.

“It’s no secret that some of the most technologically savvy societies reside in Europe, especially when considering the mobile communications industry in particular,” said the man who once graced the cover of Forbes magazine.

“The network capabilities available in Europe are far superior to those offered by most other nations and can accommodate the speed and data required for smooth operation when it comes to mobile gaming.”

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