Inside Asian Gaming

INSIDE ASIAN GAMING | July 2009 36 Shuffle Master T im Parrott may not be a gymnast, but he is promising Shuffle Master’s customers a new era of flexibility and partnership. “My focus is to accelerate our ability to offer a suite of products. We want to be viewed as a valued partner helping our customers manage their casino floor,” he stated amid the din of the recent G2E Asia 2009 gaming industry trade show in Macau. “I want us to come in with a lot of flexibility and let them [the customers] interchange product, and move things around to generatemore revenue per square metre. We can do that with the [product] suite we have.” Mr Parrott has spent the last few years on the supplier side of the gaming industry equation. He has been CEO of Shuffle Master since March this year. Prior to that he was president and CEO, Americas for Aristocrat, whose parent is the Australian gaming equipment manufacturer. But the bulk of his 20-year gaming career has been as an operator. “I look at everything as if I still run casinos,” he says. That ability to see life from both sides is a key element in ensuring good communication between Shuffle Master and its customers. Positive attitude Mr Parrott admits Shuffle Master was occasionally described in the past as being rather rigid in its approach to product arrangements. He says the company’s focus is now tomaximise its flexibility. He adds that Shuffle Master will dip into its vast product suite and allow clients to hand pick the mix that best suits their needs. “Operators can take comfort from our exchangeability, which enables them to play our products like anorchestra and adjust [the mix] as they see fit for their demographic, location and casino layout,” he states. “I don’t want any customer to feel that Your Flexible Friend Shuffle Master promises operators a cooperative approach in interesting times Shuffle Master CEO Tim Parrott