First it was Bodog. Then it was New Bodog. Now it's Bodog Life. After having lost its brand name in a patent dispute with California based 1st Technologies, owner of the former Bodog.com online gambling site, Calvin Ayre, has settled for a more permanent name change. However, Mr. Ayre is apparently not done fighting the default ruling, which will be debated in two weeks on October 11.

In addition to Bodog being deprived of its trademark domain which so many online gamblers had come to know, the patent infringement ruling ordered Bodog Entertainment to pay 1st Technologies a $48 million recompense. 1st Technologies claims the ruling is justified due to Bodog's infringement of their U.S. patent "Method and System for Interactively Transmitting Multimedia Information Over a Network Requiring Reduced Bandwidth".

Ayre, however, is holding true to his cocky reputation, claiming on his blog that the "ridiculous" ruling will be overturned and Bodog will have its rightful domain name reinstated. Ayre claims that nobody at Bodog Entertainment SA, which is registered in Costa Rica, were served lawsuit papers, thus explaining their absence in court to defend the lawsuit. Furthermore, Ayre claims that Bodog Entertainment holds no assets in the U.S. and that its domains, which are not assets, were being held on behalf of other unnamed registrars.

While Bodog Entertainment may not have assets in the U.S., it is common knowledge (at least amongst the online gambling community at large) that Bodog's online casino, poker room and other online betting services accept U.S. citizens. Perhaps this more aptly explains Ayre's absence from the U.S. courtroom, knowing all too well that if he steps foot on U.S. soil, he may very well end up being the next high profile CEO to go down in the wake of the Unlawful Internet Gambling Enforcement Act and anti-online gambling State laws.