Brick and Mortar Highrollers The 80:20 rule applies to brick and mortar casinos as it does to the rest of the economy. 80% of the casino’s revenue is earned from 20% of its patrons. This 20% is known as highrollers. Highrollers stand out among the crowd. They come with their personal butlers; carry enough chips to buy a Porsche, a house, or both; play in VVIP areas; and tip with $100 bills. Since casinos make a packet from highrollers they are given extra special treatment. They are ushered to ringside seats; are given lavish dinners in opulent suites; limousines or even Lamborghinis are sent to pick them up and to drop them; are given rebates on their gambling losses; and their wives are given shopping money so that they can gamble undisturbed. There are two types of highrollers, who in casino jargon are known as whales and premium players. Whales are the cream of the highrollers. They usually bet around $5 million per night. While casinos treat whales with kid gloves, they are not too comfortable with them. Because whales bet extravagantly, they can inflict huge losses on the casino in a very short time. Casinos by far prefer the premium players. Because premium players bet at a lower level than whales, they do not inflict as much damage even if they get lucky. Highrollers are not once in a while players. They come back regularly week after week. It is the casino host’s responsibility to welcome the highrollers and to ensure that all their needs are met. And these needs need not be gambling needs. The hosts often arrange prime seats at the Academy Awards or the Super Bowl. It is the host’s job to know everything about the highrollers so that he can offer them what they want without their having to ask him. This is a sure way of making sure they come back again and again and again. Casinos spend big bucks in collecting and compiling information on highrollers. Which wine does he drink with dinner, who is his wife’s favorite designer, which NBA team does he support – no information is valueless. Highrollers love the life style and can afford it. They consider their losses as a price paid for this life style. Hence the casinos and the highrollers are on a win-win relationship.