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Gavin Isaacs Fifth element


Shu e Master is looking to the online environment to expand, says new chief executive BY EMANUEL GRAÇA


online and social gaming, says the company’s new chief executive offi cer Gavin Isaacs. T e long-term goal is to create a fi ſt h product segment for the American gaming supplier. “We are going to invest in it. Not


S


only is it good as a potential revenue source, it is very good for the pro- motion of games and brands. It is very good to learn about clients and understand how they play. It is very good for the adaptability of titles and fi ne-tuning the games,” Mr Isaacs


huffl e Master is joining rivals such as IGT in turning its attention to


told Macau Business during last


month’s G2E Asia gaming exhibition. “Can you imagine if every poker


game on the Internet had a Shuffl e Master certifi ed shuffl er, where the algorithms were certifi ed?” Mr Isaacs plans to use the com-


pany’s library of proprietary content to create new opportunities online. The company’s core business has been in supplying casino equipment, including shuff lers, traditional and electronic table games and video slot machines. Shuffl e Master has signed its fi rst


69 online deal to license its Ultimate


Texas Hold’em game to a British operator. Talks are underway with Internet


casinos in Canada and


Europe. It was Mr Isaacs’ fi rst G2E Asia ex-


hibition at the helm of Shuffl e Master since his move from Bally in March, where he was chief operating offi cer. His major goal at Shuffl e Master


is to continue to see it grow. “I want every business around the world to be profi table, I want to expand globally. I want to make sure the products are the best we possibly have.”


Photos: Carmo Correia


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