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media noted his reputation as a man who likes to party. The Bodog website and press materials are filled with photographs of Ayre drinking on yachts with scantily clad models and partying with celebrities. Ayre claims that the 'bad boy adventurer' image projected in Bodog marketing only worked because it was based on something genuine. "The lifestyle I sell is about 80% the reality of what I live." The business expanded rapidly, recording turnover of and revenue of in 2005. As Bodog grew in prominence, Ayre appeared on episodes of MTV Cribs,

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