What’s in a name?
O
ne of the big stories to come out of this year’s G2E was Shuffle Master’s rebirth as SHFL entertainment, reflecting the company’s shift toward multiple revenue streams outside their world-renowned
product base of shufflers. They’re as well-known now for their table game innovations or, in some territories, their slots, as they are shufflers. And so a star is born. SHFL’s CEO, Gavin Isaacs, has led the company
into a new era with a focus on people, relationships and technology, building on the solid base left by his predecessor and bringing his own touch to the gaming giant.
Gavin discussed the new name to investors during the UBS and Deutsche Bank Gaming Investment Forum at G2E, emphasizing how the new name incorporates SHFL’s mission and its impact in the casino gaming industry.
“We have built a solid reputation over the past 30
years as a leading provider of casino gaming solutions to our customers all over the world. We believe that our image and name should pay homage to our roots, while at the same time encompass who we are today and accurately reflect all that we have to offer now and in the future,” said Isaacs. “We are truly an entertainment
company, providing products that encourage and support a dynamic gaming experience for players and innovative solutions for our customers.”
According to Isaacs: “‘SHFL’ pays tribute to the name of the company chosen by our founder, John Breeding, and the Company’s legacy product, card shufflers. ‘SHFL’ is the Company’s NASDAQ ticker symbol, which was selected by the company when it was publicly listed, an important milestone in our history. ‘entertainment‘ embodies what we provide to the industry with our expanded product lines, namely proprietary table games, e-tables, slot machines, utility products, and iGaming solutions.”
Isaacs also cited SHFL entertainment’s broad and
expanding portfolio of content, its entrance into new markets and new verticals like iGaming, and the Company’s financial stability. In September, SHFL entertainment announced recurring revenue growth for the fifteenth consecutive quarter and zero net debt for the first time in eight years.
For customer information, SHFL’s previous website
(
www.shufflemaster.com) will forward to the new site (
www.shfl.com), as will all
shufflemaster.com email addresses.
Gavin Isaacs
SHFL
In a bold and confident move, Shuffle Master recently rebranded itself as SHFL entertainment, highlighting the breadth of their product offering outside their traditional shuffler base
NOVEMBER 2012 33
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