SOUTH EAST ASIA Focus
G3 interviews Gavin Isaacs as Shuffle Master shows broad G2E Asia product mix
The decision by Gavin Isaacs to take the top job at Shuffle Master caught many industry watchers by surprise. Now, just a few months into his new role, G3 interviewed Shuffle Master’s CEO at the G2E Asia exhibition, to learn the facts behind the move, his perspective on the present and plans for the future.
“The straight answer is that I left to progress my career,” explained Mr. Isaacs. “Bally is in a great position, but I had achieved everything apart from the top job and that was my goal. My personal objective was to become CEO and to achieve that I needed to move to another company. In relation to Shuffle Master, I only belatedly became aware of just how good an opportunity the role was at the company. Shuffle Master has an excellent product mix in four very strong product categories: proprietary table games, electronic tables, shuffling machines and slots. In regards to my aims for Shuffle Master, I want the company to continue to dominate the table space; leverage its technical expertise and expand its slot machine business.
“My job, ultimately, is to grow the share price of the company, build long-term sustainable income and look 2-3 years into the future to see where Shuffle Master should be,” continued Mr. Isaacs. “I aim to pull the right levers to increase shareholder value in a role that is now much more about profit and revenue. It's very different and refreshingly so - I'm really enjoying the new position.”
According to Mr. Isaacs, the new role is less tactical and more strategic than his previous COO position at Bally. “I’m looking out over the horizon,” he described. “I’m concerned with how to put together and grow this business building on my experience. The Shuffle Master board has been very helpful to me - they're an experienced set of people. Despite the rumours, I’m not here to work out my non-compete. It was my decision to leave Bally Technologies and I want to underline that I’m totally 100 per cent Shuffle Master.”
Mr. Isaacs wouldn’t be tied down at this stage in regards to future acquisitions, though was very positive in terms of where he’ll be steering the company. “Growth. I absolutely see growth,” said Mr. Isaacs. “I have a good record in this industry, leading teams, adding long-term value. It’s an exciting opportunity and I’m thrilled by the unique position of this company covering slot and tables,
The Master and Commander
proprietary games and shufflers.” Shuffle Master might have appointed one of the industry’s most experienced slots experts, but the company is already performing strongly in this sector. Its slot sales are currently up 191 per cent, though admittedly from a small base, with the company securing 14 per cent in New South Wales and 30 per cent ship share in Queensland, Australia.
“It’s a phenomenal slots product,” enthused Mr. Isaacs by what he describes as one of Shuffle Master’s four engines for growth, though he’s also looking into new sectors, namely that of mobile and Internet gaming. “I believe that there are opportunities to leverage the game brands such as 3 Card Poker, for example, developing, certifying and licensing games online. Shuffle Master has the most patents in the gaming industry. It has a great culture and great people, and being Australian I’m deeply proud of the fact that the Australian arm is accounting for over 40 per cent of revenue right now.”
G3 I AUGUST 2011 I PAGE 37
“Shuffle Master has an excellent product mix in four very strong product categories:
proprietary table games, electronic tables, shuffling
machines and slots. In regards to my aims for Shuffle Master, I want it to
continue to dominate the table space; leveraging the
technical side and grow the slot business.”
Gavin Isaacs, CEO Shuffle Master.
Shuffle Master demonstrated its diverse product range on its booth at the G2E Asia show in Macau highlighting its Utility Products, Proprietary Table Games and e-Table Platforms. Shuffle Master highlighted the following key products: i- Deal - a single-deck speciality table game shuffler; Table Game Progressives - including Fortune 3 Card Poker Progressive, Texas Hold’em Bonus Progressive, Casino War Progressive, Hit and Run Progressive Blackjack and Caribbean Stud; Vegas Star Grand Baccarat - with an attractive video dealer who conducts all game activity on a central plasma screen, players betting the Grand Tie side bet are eligible for jackpot bonuses; and Electronic Gaming Machines (EGM), highlighting popular stand-alone progressive titles like i-Ching and the Grand Central multi-level progressive link, this product display includes several new titles designed specifically for the Asian gaming market including Golden Fortunes, Lucky Panda and Emperor Guan.
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