Shuffle Master rebrand to SHFL entertainment

Providers Shuffle Master have changed their name with immediate effect.

The gaming suppliers will now operate as SHFL entertainment, with the new name formally unveiled at this week’s Global Gaming Expo (G2E) in Las Vegas.

The SHFL title is a tribute to the company name chosen by the firm’s founder, John Breeding, and is also a reference to the organisation’s legacy product, card shufflers. In addition, ‘SHFL’ is the company’s NASDAQ ticker symbol.

The ‘entertainment’ part of the name is designed to embody what the firm provide to the industry.

SHFL entertainment chief executive 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.”

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