Shuffle Master Base Case

By Carol Hildebrand  |  Posted 2006-07-06 Print this article Print

Shuffle Master, a casino equipment maker, found a quick way to get more from its customer relationship management and planning systems—and avoid a full-blown integration project.

Shuffle Master Base Case Headquarters: 1106 Palms Airport Drive, Las Vegas, NV 89119
Phone: (702) 897-7150
Business: Manufacturer of automatic card shuffling and chip sorting devices.
Information-Technology Director: Bryan Greene

FINANCIALS FOR YEAR ENDING OCT. 31, 2005: Sales of $112.9 million, an increase of 33.1% over 2004; net income of $29.2 million, an increase of 20.9% over the prior year.

CHALLENGE: Increase sales of automatic card shufflers and
table games to casinos by tracking sales trends using up-to-date information.


  • Grow revenue and earnings by 30% annually.
  • Increase international revenue to 50% of total by 2009, up from 23% in 2005.
  • Increase number of daily portal users from 130 in April 2006 to 350 by year-end.

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