I would like to see Shuffle Master double its size within three years. Also we are looking to make some inroads into the Internet.
What’s the sizzle of Shuffle Master’s products?
We have several complementary product lines and each area has its own sizzle. In the shuffling department, we have shufflers for every type of game and every type of environment and our new products can handle eight decks at once with card recognition.
In our proprietary table games we have Three Card Poker, Ultimate Texas Hold Em, these and our other proprietary games also sizzle too! We also have new products and we have our own line of slot machines for the Australian market. In short, Shuffle Master’s products sizzle in every area of gaming.
Is there much difference between running Shuffle Master and when you were at slot machine manufacturers Bally and Aristocrat?
We all have the same basic customer, but the major difference is that Shuffle Master is a table- based organization. Therefore, it is a different value proposition. It is a new learning experience for me and I am still learning every day. Every time I sit down I learn something new about the table game business.
Any thoughts on the new exhibit hall, the Sands Expo Center for the G2E?
I would rather give the show fees to a customer such as the Venetian than to a third party which is not a customer like the Las Vegas Convention Center. It is industry money and we are having a show for the industry so a member of the industry can benefit from it.
I am sure this year’s show at the Sands will be fantastic! I am very positive about it and I like the timing of the show and the biggest thing is that we are supporting fellow members of the industry.
What is the best part of your job?
The best part of my job is working with the people I deal with every day. Are you still a global road warrior?
I am a little bit but not as much as I was in other jobs. We have four offices around the world and I
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have visited all four since I came on board. However, one thing I miss is that I am not meeting face to face with the customers as much as I did.
What is your fastest growing market? Shuffle Master’s slot business in Australia.
Approximately what percentage of your sales comes from Europe?
Less than four percent of our sales come from Europe. About fifty percent comes from the United States, thirty five percent from Australia, nine percent from Asia and three percent from South America.
Has the poor global economy effected Shuffle Master’s operations?
It has affected everybody in the gaming business. If it wasn’t such a tough economy, we would be growing more.
Have you increased your head count of employees?
Yes, we have in our Research and Development area.
Do you agree with the late Sam Walton, founder of the global Wal-Mart discount stores and his Rules of Customer Service, “Rule One: The Customer is always Right! Rule Two: When in Doubt Refer to Rule One!”
Yes ! The only way to succeed in this business is to focus on your customer’s needs, which is the number one priority for Shuffle Master.
What was the best business advice anyone ever gave you?
Shut up and listen! Any other points you would like to make?
Gaming is on the up and I believe that we have been through the worst of it and I have seen improvements in every market. Shuffle Master is in a wonderful position compared to other gaming companies and we do not compete directly with them, since we are not in the slot business here in America. Rather, we are focusing on the table and shuffler side of the gaming business!
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