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SHFL Entertainment Debuts

SHFL Entertainment Debuts

Table game and slot supplier Shuffle Master, Inc. used the Global Gaming Expo to unveil its new name, SHFL Entertainment (pronounced “shuffle”). Gavin Isaacs, the company’s CEO, conducted a presentation to investors on the new name, and how it incorporates the company’s mission.

“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,” Isaacs said. “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. We are truly an entertainment company, providing products that encourage and support a dynamic gaming experience for players and innovative solutions for our customers.

“The ‘SHFL’ part 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 i-gaming solutions.”

Isaacs also cited SHFL Entertainment’s expanding portfolio of content, its entrance into new markets and new verticals like i-gaming, and the company’s financial stability. In September, SHFL Entertainment announced recurring revenue growth for the 15th consecutive quarter and zero net debt for the first time in eight years.

The company will operate as SHFL Entertainment, effective immediately. Its previous website ( will forward to the new site (, as will all email addresses.