Shuffle Master, Inc. to Exhibit at the International Gaming Expo (IGE) in London, United Kingdom, January 26-28, 2010

Shuffle Master, Inc. (NASDAQ Global Select Market: SHFL) ("Shuffle Master” or the "Company”) announced today that it will exhibit at the International Gaming Expo (IGE) being held in London, United Kingdom, January 26-28. Product demonstrations will be available at stand 3450. In keeping with the Company’s emphasis on providing its customers with value-added products that drive profitability while reducing operating expenditures, Shuffle Master will highlight several new products including the following:

• i-Table™ for specialty games. As Shuffle Master's newest Electronic Table System™ offering, the i-Table™ for specialty games expands the i-Table™ platform with a single-deck game version that utilizes the Company’s i-Deal® shuffler to deliver games like Three Card Poker™ and Ultimate Texas Hold ‘Em™. By automating the betting and wager resolution process, the i-Table™ dramatically increases game security, accuracy and speed, resulting in a significant increase in rounds per hour while eliminating errors, a key advantage on proprietary table games that have paytables with high odds and complicated payouts.
• Dealer Bluff Six Card Poker™. Featuring head-to-head play against the dealer and an optional bonus bet, Dealer Bluff Six Card Poker™ is the first table game to incorporate the card-reading capabilities of an automatic card shuffler into game play. Players and the dealer each receive six cards to make their best five-card poker hand, and when the dealer pulls his hand from the i-Deal® shuffler, the shuffler reads his hand and makes a bet based on the strength of that hand which is reflected on an LCD display embedded in the table. If the dealer’s hand is good, he bets a large amount, and occasionally the dealer will bluff and slow-play.
• Blackjack Switch®. A blackjack variant where players receive two blackjack hands and have the opportunity "switch” the order of their cards in order to make their best possible blackjack hand, Blackjack Switch also includes a Super Match side bet that rewards players if their first four cards contain a pair or better. Shuffle Master recently became the game’s exclusive distributor outside of the United Kingdom, and offers the game with a progressive.
• Rapid Craps™. By combining a traditional craps table and live dice with up to 18 touch-screen betting terminals, Rapid Craps improves game productivity and security by automating many of the game’s elements which make it costly to operate. Players place their wagers on individual touch screens, and once all wagers have been placed, the dice are thrown and any winning bets are resolved instantly.

"IGE is an important exhibition for our company, as it gives us an excellent opportunity to share our latest innovations with our customers and receive their valuable feedback,” comment Ing. Ernst Blaha, President of Shuffle Master’s European subsidiary CARD. "Our 2010 product-line up is no exception, where we will be displaying several products that can help Europe’s operators save operating expenses while maximizing the revenue on their floors.”

During the exhibition, the company will also accentuate its 12-Point Pledge commitment to working with its customers to provide customized product solutions that meet individual property needs.

"We look forward to exhibiting at the upcoming International Gaming Expo,” stated Timothy J. Parrott, Shuffle Master’s Chief Executive Officer. "As the worldwide gaming industry continues to feel the impact of the global recession, our flexible product and service solutions help our customers maximize their gaming floors, and we are committed to working side by side with them to help them better address the daily operational challenges they face.”

About Shuffle Master, Inc.

Shuffle Master, Inc. is a gaming supply company specializing in providing its casino customers with improved profitability, productivity and security, as well as popular and cutting-edge gaming entertainment content, through value-add products in four distinct categories: Utility products which include automatic card shuffler, roulette chip sorters and intelligent table system modules, Proprietary Table Games which include live table game tournaments, Electronic Table Systems which include various e-Table game platforms and Electronic Gaming Machines which include traditional video slot machines for select markets. The Company is included in the S&P Smallcap 600 Index. Information about the Company and its products can be found on the Internet at www.shufflemaster.com.

Forward Looking Statements

This release contains forward-looking statements that are based on management’s current beliefs and expectations about future events, as well as on assumptions made by and information available to management. The Company considers such statements to be made under the safe harbor created by the federal securities laws to which it is subject, and assumes no obligation to update or supplement such statements. Forward-looking statements reflect and are subject to risks and uncertainties that could cause actual results to differ materially from expectations. Risk factors that could cause actual results to differ materially from expectations include, but are not limited to, the following: the Company’s intellectual property or products may be infringed, misappropriated, invalid, or unenforceable, or subject to claims of infringement, invalidity or unenforceability, or insufficient to cover competitors' products; the gaming industry is highly regulated and the Company must adhere to various regulations and maintain its licenses to continue its operations; the Company’s ability to implement its ongoing strategic plan successfully is subject to many factors, some of which are beyond the Company’s control; litigation may subject the Company to significant legal expenses, damages and liability; the Company’s products currently in development may not achieve commercial success; the Company competes in a single industry, and its business would suffer if its products become obsolete or demand for them decreases; any disruption in the Company’s manufacturing processes or significant increases in manufacturing costs could adversely affect its business; the products in each of our segments may experience losses due to technical difficulties or fraudulent activities; the Company operates in a very competitive business environment; the Company is dependent on the success of its customers and is subject to industry fluctuations; risks that impact the Company’s customers may impact the Company; certain market risks may affect the Company’s business, results of operations and prospects; a continued downturn in general worldwide economic conditions or in the gaming industry or a reduction in demand for gaming may adversely affect the Company’s results of operations; the Company’s domestic and global growth and ability to access capital markets are subject to a number of economic risks; economic, political, legal and other risks associated with the Company’s international sales and operations could adversely affect its operating results; changes in gaming regulations or laws; the Company is exposed to foreign currency risk; the Company could face considerable business and financial risk in implementing acquisitions; if the Company’s products contain defects, its reputation could be harmed and its results of operations adversely affected; the Company may be unable to adequately comply with public reporting requirements; the Company’s continued compliance with its financial covenants in its senior secured credit facility is subject to many factors, some of which are beyond the Company’s control; the restrictive covenants in the agreement governing the Company’s senior secured credit facility may limit its ability to finance future operations or capital needs or engage in other business activities that may be in its interest; and the Company’s business is subject to quarterly fluctuation. Additional information on these and other risk factors that could potentially affect the Company’s financial results may be found in documents filed by the Company with the Securities and Exchange Commission, including the Company’s current reports on Form 8-K, quarterly reports on Form 10-Q and its latest annual report on Form 10-K.