In 1993, The Shuffle Master Gaming Company (a manufacturer of automatic shuffling machines and gaming tables) wanted to develop a game that required casinos to purchase both of their products. The company management also wanted the game to be simple enough to appeal to all players, not just blackjack players so that their addressable market would be as large as possible. Let It Ride Poker resulted from their planning and execution expertise. The game is easy to understand and play, and has the added temptation of a big payout on a side bet. Let It Ride Poker has become one of the most popular and successful new casino games.