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A binary option is a highly specialized option contract which cannot be sold after purchase. This type of option is simply held by the purchaser until it expires with a predetermined profit or loss. The advertisements that describe a 90% profit simply describe an option deal whereby a 90% profit (or loss) would be generated if the underlying asset performs in the manner that you predict. For example, let’s say the Dow Jones Industrial Average opens up at 16,501.
You think it will close higher by the market close. So you decide to purchase a $500 call (upward price expectation) option with an end of day expiration. The day grinds to a close with the Dow closing up one point at 16,502. Your option contract appreciates in value by 90%. Thus, your $500 appreciates to $950. If the DOW closes down, you lose the contract and will lose most of your $500. Some brokers will give you back 15% on losses.
But this type of option is binary in nature, meaning you will either win or lose at the time of expiration. Some have described this type of option like throwing money on red or black at a casino. This is a fair description. Yet most option investors would like to believe they are much more skilled than gamblers who play the casinos.