Insight


G2E LAS VEGAS


ShuffleMasterbuilds onitsimpressiverange


Fromstunning electronic table games tomust-have utility products, hugely popular proprietary table games and recently added progressives, ShuffleMaster is the complete supplier


Introducing iTable Roulette at the G2E show in Las Vegas, Shuffle Master continues to expand its electronic table gaming range and solidify its position at the forefront of this technology. The company has maintained its commitment to research and development, despite the recession. Four years ago the company changed its business model from sales to a lease and recurring revenue orientated model, having been in the fortunate position of having a portfolio of must- have products that improve efficiency and returns to the operator. As a result, the company has built an incredible portfolio of utility, electronic gaming and proprietary table games.


"We've seen an increase in electronic table gaming installs in 2010 as locations look to use these devices to efficiently manage their operations, balance staffing and to provide attractive new games for players," described Shuffle Master's Kirsten Clark at G2E. "In markets such as Pennsylvania we are getting good momentum and are looking to continue this drive into markets such as Latin America where we see great opportunities for growth and expansion.”


At the G2E show in Vegas, Shuffle Master had shifted from print-based promotions to iPad presentations. Staff on the stand presented interactive video presentations with visitors' details taken directly through the iPad and emailed with information directly from the device. It's an example of Shuffle Master's adoption and utilisation of new technology that threads through each of the company's interactions with customers and development of product.


Alongside its ever increasing range of electronic table games, Shuffle Master's focus in 2011 will to be target the expansion of its installed based of progressive table games internationally. Having seen tremendous growth of proprietary games, the addition of a progressive jackpot to hit games such as Three card Poker and Let It Ride opens a new channel for operators. "Players have really latched onto the concept of progressive table jackpots," stated Ms. Clark. "We're seeing higher contribution per table as a result of the progressive, which adds new dimension to an operator’s existing table games.”


iTable Roulette uses Shuffle Master's Rapid Roulette platform but in a smaller form factor, thus offering the efficiency of electronic wagering on the same footprint as a traditional table. Shuffle Master revealed that the company is revisiting its Craps version of the game to offer the same approach. "iTable Roulette doubles the spins per hour of a live game," described Ms. Clark.


"It also removes the need for the dealer to concentrate on accurate pays and takes and allows them to play host to a casino's customers. Customers crave interaction and by removing the 'maths' element the dealer is able to concentrate upon ensuring that the player has a great time and enjoys the gaming experience,” explained Ms. Clark.


iTable Roulette is a perfect example of Shuffle Master utilising technology to create a better customer experience. Gaming should be fun and interactive - just like an iPad.


G3 I JANUARY2011 I PAGE 64


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