In 2008, the business model was changed and the company claims to have ceased operation of all gambling related sites directly. The new business model has Bodog licensing its name to a third party company for the rights to run those sites under the Bodog brand name to various licensees. Bodog founder, Calvin Ayre, describes the BodogBrand.com licensing model “not unlike the Virgin-branded venture capital organization founded by Richard Branson”.

BodogBrand.com's main licensee is Morris Mohawk Gaming Group, which runs Bodog.com, the online gambling services within the United States. In a May 2009 interview, Morris Mohawk’s CEO Alwyn Morris describes the brand licensee relationship with Bodog as "a kind of franchise".

Bodog Europe, operates Bodog.co.uk in Europe and Bodog.ca in Canada. Haydock Sports, runs Bodog88.com serving Asia. Haydock is headquartered in Manila and run by former Managing Director of Asia for Victor Chandler International, operating pursuant to its own remote gaming license granted by First Cagayan in the Philippines.

In September of 2009, BodogBrand.com announced a fourth online gaming brand license arrangement with Patrik Selin, former CEO of the Ongame Poker Network. Selin indicates that he has acquired the source code to the proprietary poker product and commitments from Morris Mohawk Gaming Group, Bodog Europe and Haydock to join the Bodog Network and provide a liquidity base upon the launch of the network in 2010.

In May 2007 Bodog garnered media attention with an entertainment bet that asked if Heather Mills [the ex-wife of former Beatle Paul McCartney] would lose her prosthetic leg during taping of "Dancing with the Stars". "The Sopranos" season finale in June 2007 was another popular prop bet for Bodog, as was the June 27, 2007 Paris Hilton-Larry King interview, in which the gambling Web site accepted wagers on what the hotel heiress would say and wear during her first televised interview following her release from a Los Angeles jail.

In 2006, Bodog launched a mixed martial arts (MMA) promotion called BodogFight. It aired on the Outdoor Life Network and The Fight Network (in Canada), as well as being broadcast online. BodogFight also had a distribution deal with ION Media Networks.

The game Scarface: The World Is Yours features a Bodog Stampede, a large, fast vehicle with an automatic machine gun attached on the top. The in-game car was designed by Bodog. Several minigames in Scarface bear the Bodog name, including video poker machines, slot machines, and games of blackjack. In-game billboards also include the names of several Bodog Music bands. The Bodog founder (and recent Forbes billionaire) Calvin Ayre will appear as a nonplayable character in the game.

In 2008, Bodog announced the signing of hip hop artist DMX and will release two albums on the same day titled Walk with Me Now and You'll Fly with Me Later later this year, making it his debut on the label.

Bodog Music is the former record company owned by Bodog.com Entertainment Group. Its roster of past artists included:

The ABC news magazine show Nightline highlighted the website and its legal ambiguities in an episode that originally aired on July 7, 2006.