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SHUFFLE MASTER INC. Las Vegas, Nevada; Gaming Firm's Ace In The Hole Turns Out To Be Slot Machines.(THE NEW AMERICA)
Byline: MARILYN ALVA
Shuffle Master Inc. might have a lot of cards up its sleeve, but it has some growing to do if it wants to sit at the table with the big boys.
The gaming supply firm's annual revenue is less than $60 million. Industry leaders such as International Game Technology boast yearly sales of more than $1 billion.
To move closer, Shuffle Master continues to build its hand in slot machines, where it holds less than a 1% market share.
Key to the firm's strategy is its Linux-based software system, which can run any video game on a slot machine without having to change the entire box.
Most suppliers still replace the whole machine when they sell casino operators new games.
"It provides us with a …
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