Navigate through the case study sections
In early 2012, Phil Ivey—already a ten-bracelet World Series of Poker champion—approached London’s Crockfords Casino with an unusual baccarat request. He wanted private tables, a shuffle machine, a Mandarin-speaking dealer, and to play with an accomplice, Kelly Cheung Yin Sun. They deposited over $1.2 million as collateral and began betting high stakes.
\nUnder those controlled conditions, Ivey placed bets of over $63,000 per hand and lost $637,150 initially—seemingly preserving casino trust. Then he upped wagers to $191,145 and didn’t lose another hand. Within two days, his system netted $9.3 million before casino staff froze his funds and launched an investigation.
\nInvestigators found nothing illegal—until Ivey revealed the secret. Gemaco decks used in private games had slight printing flaws on card backs by denomination. Kelly’s clever superstition excuse got dealers to turn cards face-down without flipping the backs, letting them spot sevens, eights, and nines. That subtle defect gave them a consistent 20% edge.
\nIvey sued to claim his winnings, but the court sided with Crockfords and later with Borgata Casino in Atlantic City, ordering him to repay over $10 million. A separate claim against Gemaco awarded the manufacturer just $27 for one flawed deck. Facing frozen assets and mounting legal fees, Ivey’s poker career took a hit, and he was barred from major tournaments for years.
\nThis story highlights how tiny manufacturing errors can be leveraged for massive advantage—but also shows the risks of overconfidence and legal exposure. Whether you’re in gaming, finance, or product design, this case underscores the need for rigorous quality control, clear rules, and anticipating how partners or products might be used in unintended ways.
Subscribe to access the tools and technologies used in this case study.
Subscribe NowSubscribe to access the step-by-step replication guide for this case study.
Subscribe NowShare your success story with our community of entrepreneurs.
Discover other inspiring business success stories
Roman Bobelyuk went from policing streets to mastering iOS programming on YouTube, then pivoted into solo affiliate mark...
Roman Bobelyuk Media Buying
Industry West, a Los Angeles-based modern furniture brand, faced slow site updates and manual B2B quoting on Magento. Pa...
Industry West
Astrid & Miyu, the London-based jewelry brand founded by Connie Nam, resolved fragmented customer data by migrating from...
Astrid & Miyu