huffle Master is not only aiming for organic growth but also plans to capitalize on the government’s gaming table cap.
“In Macau, we have started to see customers showing more interest in it. We believe that during 2011 we will be rolling more of that out. Looking at the media and analysts, they are all talking very positively about Macau’s gaming market in 2011. We are talking about a growth of between 30 to 40 %,” said the company’s vice-president for Asia Ken Jolly.
To attract customers, Shuffle Master is providing face-lifts for its products, mainly electronic table games. “Also, we have revamped the graphics on the screens. Before it was all digital and now we are putting in a video dealer,” Jolly said.
The company introduced its rapid table game products in Singapore last year, which combine an electronic betting interface with a live dealer. He describes the launch as “very successful.”
It is a different scenario in Macau where live gaming tables are on the top of gamblers’ preferences. However, Jolly says times are changing.
“I believe that over time the acceptance in the market will grow, as the market gets more mature. As the market establishes itself more, people will look more at electronic games and become more comfortable with these products. In the long run, I believe that electronic games will add more excitement to the casino floors.”
Players in Singapore are far more open to electronic gaming – where they represent one-third of the market – partly because gamblers from Indochina, Malaysia and Singapore have been exposed to the concept, he says.
Last year, Shuffle Master’s revenue topped a company record of US$201.3 million, a year-on-year increase of about 12 %, from US$179.4 million the year before. Net income increased to US$23.1 million compared to US$15.0 million in 2009.