Logout

Question of the Day - 13 July 2010

Q:
Is there some national database pertaining to high rollers that can be tapped into by casinos to find out if a person is of gambling stature or not? We recently went to a casino in Iowa with a friend who has never been there in her life. However, she is quite the gambler and is always comped. Upon check-in, she immediately received a free room and comps for meals, etc. How did this happen? I've been to this casino several times and never get free rooms.
A:

Yes, there’s a high-roller database, but it’s international, not just national.

It’s called Central Credit LLC and it's a wholly owned subsidiary of Global Cash Access (GCA), a Las Vegas-based corporation that provides ATMs to casinos. In 2009, GCA processed more than 100 million transactions and dispensed more than $24 billion in cash from its ATMs in casinos in the U.S., Canada, Latin America, Europe, South Africa, and Asia, generating nearly $14 million in revenue.

Central Credit is the casino-credit reporting bureau, the TRW of the gambling industry. Collecting data on gamblers, reportedly, since 1956, "Central," as it’s known in the trade, maintains a private database of the credit and transaction histories of millions of casino patrons. It verifies Social Security numbers, bank-account and rating info, general credit reports, and current marker activities, and collects derogatory data (known as "derogs"). All this information helps casinos make decisions on extending casino credit to gamblers. Central also provides a service that verifies bank checks and collects on delinquent checks and markers.

It’s hard to say exactly how your friend was immediately comped on check-in. But a reasonable assumption, given that she's "quite the gambler," would be that she called in advance and talked to a casino host, who looked up her Central, then rolled out the red carpet when she arrived, hoping to get a shot at her bankroll.

Update 13 July 2010
I have nothing to add to the Central Credit part of this QoD. However, the question was posed as "first time in Iowa." Iowa casinos include Harrah's, Ameristar, Argosy, and Isle of Capri (off the top of my head -- perhaps others), which also have casinos in other states. Even if the "high roller" was brand new to this particular location, the casino itself might well have an internal database. If she gave her Harrah's Total Rewards number, for example, any Harrah's property could pull up a lot of information that isn't included in Central Credit.
No part of this answer may be reproduced or utilized in any form or by any means, electronic or mechanical, without the written permission of the publisher.

Have a question that hasn't been answered? Email us with your suggestion.

Missed a Question of the Day?
OR
Have a Question?
Tomorrow's Question
Will there ever be sports books or betting kiosks in airports?

Comments

Log In to rate or comment.