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Gaming Guru

Howard Stutz

Shuffle Master changing name to incorporate multiple products

3 October 2012

LAS VEGAS -- Good-bye, Shuffle Master. Hello, SHFL Entertainment.

The gaming equipment provider told investors Monday morning it was changing its name to reflect the company's products, including nontraditional table games, automated playing card shufflers and other casino management systems, electronic gaming tables and Internet gaming technology.

The name incorporates the company's stock symbol. SHFL is traded on the Nasdaq Global Select.

"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," SHFL CEO Gavin Isaacs said in a statement.

The company was founded by inventor John Breeding, who developed an automated playing card shuffler. Breeding also invented the table game "Let It Ride" to help sell the shufflers to the casino industry. SHFL distributes table games such as Three Card Poker, Ultimate Texas Hold'em and Caribbean Stud.