Frank Fertitta III

Father, Frank Fertitta Jr., got start as a dealer for Stardust Casino in Las Vegas. Created gambling halls aimed at Sin City locals. Station Casinos public in 1993. With brother Lorenzo and Thomas Barrack, took company private for $9 billion in cash and assumed debt last year. Dwindling casino valuations offset by America's thirst for extreme fighting. Bought professional mixed martial arts outfit Ultimate Fighting Championship in 2001 for $2 million; fruitlessly spent $44 million to improve operations, image. Tried to sell; took off market when no one would offer more than $4 million. Debuted reality TV show The Ultimate Fighter 2004. Today firm employs 275 fighters; most have incomes exceeding $100,000 a year. Company worth more than $1 billion; monthly pay-per-view fightfests each average 5 million buys. Average ticket price to live UFC event: $250.