No, I’m not asking you to take a trip to Sea World and wrap your arms around Shamu. For us niche publishers, “Whales” are our most engaged and enthusiastic audience members. They usually only make up about 5% of our customer base, but they are critical to our long term success.
I decided to use the term “Whale” when I read about how Steve Wynn built his casino empire. In gambling, the highest rollers are nicknamed “Whales.” Wynn started by focusing on Baccarat Whales, which make up less than 0.2% of the gambling universe. Steve created an experience suited to their wants and needs. They came and brought their money and cachet along with them. Other gamblers followed. Wynn now makes over $5 billion per year! [Read more…]