Shuffly is a leading creator of shuffleboards tailored for the leisure and entertainment sector. Based in the Netherlands, the team is dedicated to developing innovative social entertainment experiences that bring people together.
Founded in 2018, Shuffly has rapidly established itself as Europe’s leading manufacturer of premium shuffleboards. With installations exceeding 200 boards annually, they cater to a diverse clientele across Europe and North America.
Shuffleboards have existed for more than 500 years. This straightforward and competitive game involves opposing teams sliding pucks from one end of a table to the other, aiming to land in one of three scoring zones without letting the puck slide off the board. Now, Shuffly has used innovative techniques to redefine the shuffleboard experience for a modern audience.
We speak to Shuffly founder and CEO Micky Verhaeg to learn more about the company’s journey so far, its mission to create memorable social gaming experiences, and its latest innovations.
What makes a good competitive socialising concept?
Competitive socialising has become a buzzword in the industry in recent years. Talking about why this type of entertainment is still gaining popularity, Verhaeg says:
“People want to do something. Twenty years ago, they just wanted to hang out in a bar, but now they want to engage in something or do an activity with friends. It’s a culture shift—people want excitement, adventure, and more dynamic experiences.”
There’s also a trend toward health, with less alcohol, and the rise of dating culture.
“I saw a graph recently showing that over 50% of couples meet online now, so many people go on dates to bars and competitive socialising venues. Playing mini golf or shuffleboard is way more fun than sitting across a table talking.”
Shuffleboard is a perfect fit for competitive socialising:
“I’ve analysed what makes the best games. Shuffleboard is amazing because players can influence each other—you can knock an opponent’s piece off, making it really competitive. It creates moments of tension, like when someone is ahead 14 to 5, but the other player makes a comeback and wins in the end.
“It’s a really fun and engaging game.”
Shuffly: from DIY to global expansion
On Shuffly’s inception and its rapid growth, he says he first came across the game while working abroad, and was instantly hooked:
“I did my internship in New Zealand when I was 20, and during that time, my friends and I went on many road trips and adventures. There was one iconic bar with a shuffleboard—I had never seen it before, but it looked fun, so we started playing. It became a drinking game, and we had some amazing nights there.”
When he returned home, he wanted to bring back some of those experiences.
“For my birthday, I tried to buy or rent a shuffleboard, but it wasn’t available anywhere. So, I decided to make one. I grew up on a farm, and my dad had a big workshop, so I built it there and in a neighbour’s woodworking space. That’s how Shuffly started.”
A few years later, during an entrepreneurship course at university, Verhaeg needed a product to sell, so he turned to the shuffleboard again. That’s when the company was born.
“At the time, there were only four shuffleboards in the Netherlands. I built the fifth and became the first manufacturer there. I did everything myself for four or five years: welding, woodworking, epoxy, sales, administration, and installation. Eventually, I realised that to grow, I needed suppliers and economies of scale.
“I fully committed to making my dreams happen, starting with the easiest, shuffleboard, which I had already put so much into. Since then, the company has grown massively. Two years ago, we grew tenfold in revenue; last year, we grew four times more. It has been an incredible experience.”
Shuffly: the world is our playground
There is a wide variety of social gaming and competitive socialising products on the market, from darts to mini golf. In terms of what sets Shuffly apart in this space, Verhaeg says:
“Our focus is on innovation and quality. Everything is built and fabricated in the Netherlands, giving us complete control over production. With constant design improvements, we can create exactly what the customer needs, from custom shuffleboards to unique games. We’re also developing new competitive socialising products launching this year and beyond.”
Shuffly also uses high-quality natural materials like oak and steel, integrating innovations such as LED lighting and tailored business models that maximise fun for customers.
“Competitive socialising entrepreneurs are solving a puzzle—they have a space to fill and must decide between pool, darts, shuffleboard, mini golf, or other concepts. I love working with them to find the best solutions for creating unforgettable guest experiences.
“At the heart of it, I want to have fun and create fun for others. Play isn’t just for children—adults need it too. Why should life be so serious? If anything is possible, why not make life a playground?
“That’s our motto: the world is our playground. For me, that means creating incredible places for people to enjoy.”
Creating the best experience
Shuffly venues are designed to maximise engagement, social interaction, and above all, fun.
“We design Shuffly venues by seeing them through the eyes of the player,” says Verhaeg. “What makes the most sense for them? For example, in the US, shuffleboards are often 22 feet long, but does that add value, or could a smaller design work just as well?”
It’s about creating the best experience—integrating bars on the side for social interaction, adding replay systems, and maximising engagement—all while keeping costs smart and scalable.
“We focus on delivering the most fun and value for the lowest possible cost using economies of scale, modular designs, and constant improvements. But just as important is longevity. I would hate to create a product that gets thrown away after a year. That’s why we build with high-quality materials designed to last for decades or even generations.
“With interactive shuffleboards, we take this even further. While the hardware is a one-time purchase, the software can keep evolving, introducing new games and features over time.
“This keeps the experience fresh and ensures people keep coming back to play again and again.”
Growth potential
Shuffleboard is still relatively unknown in many parts of Europe, especially in the Netherlands, Germany, and France. In contrast, it’s more recognised in the UK and Scandinavia.
“We’ve seen that interactive shuffleboards—whether through augmented reality, digital scoring, or LED integrations—naturally attract attention and help explain the game. This makes it much easier for people to learn and engage, lowering the barrier to entry.”
Gamification also extends engagement. With multiple game modes, players stay entertained longer, and features like replays and dynamic lighting enhance the overall experience. “Instead of sitting through a boring instructional video, players can learn the rules step by step as they play.
“People crave new and personalised experiences, and gamification allows us to deliver that. And we’re only at the beginning. Over the next few years, we’ll see even more innovations that take these experiences to another level.”
Traditional bar games like darts and shuffleboard are being reinvented, but it’s crucial to implement technology the right way, he adds:
“If it doesn’t work seamlessly, it becomes frustrating instead of enhancing the game. Done properly, though, it adds immense value, enabling larger groups to play, increasing revenue per square meter, and keeping customers engaged for longer.
“The potential is huge.”
Future plans for Shuffly
Shuffly has big plans to continue its expansion, says Verhaeg:
“There’s still a lot of untapped potential in Europe, where shuffleboard needs to become more widely known. We’re actively working on that. Beyond Europe, we’re setting our sights on the US market, where shuffleboard is already well-established. I’ll be attending the Amusement Expo in Las Vegas soon to connect with distributors and expand our presence there.
“Scandinavia is another huge shuffleboard market, but interactive shuffleboards are still relatively unknown there, so there’s great opportunity for growth. We’re also looking at the Middle East and Japan.”
At the same time, the company is also working on new innovations beyond shuffleboards:
“We’ve learned that it takes time to build trust with customers, so we’re developing additional competitive socialising products to offer a more complete experience. We started with shuffleboards, then moved into accessories, venue design advice, marketing support, and maintenance solutions.
“The long-term vision is to provide full-scale competitive socialising venues, advising on everything from layout and activity placement to customer experience optimisation. And maybe, one day, we’ll even have our own centres—that’s the ultimate dream!”
Last year, Shuffly opened a new facility in Eindhoven, the Netherlands, home to the continent’s largest shuffleboard showroom. The 825-square-metre space houses a 200-square-metre showroom and office and a 625-square-metre manufacturing and assembly factory.
New projects
Recent developments from Shuffly include the industry’s first modular shuffleboard, which the company will offer from now on. This transition allows clients to enjoy a more versatile, scalable, and cost-effective product. Meanwhile, Shuffly, as the manufacturer, can enhance production efficiency, lower costs, and ensure consistent quality.
Venues can start with a basic shuffleboard and expand over time with features like lighting and an integrated bar or even upgrade to include new features, such as the recently developed Shuffle Showdown.
The modular system allows clients to design the perfect shuffleboard setup tailored to their venue, audience, and budget. Its adaptable design facilitates effortless upgrades and modifications as needs evolve.
A standout feature is the built-in bar setup. This inclusion promotes a friendly environment, seating up to 10 individuals for 12-foot shuffleboards, or accommodating 20 individuals for bigger shuffleboards. Furthermore, the bar boosts guest stay duration and drives food and beverage sales.
Customers can now create a vibrant and engaging experience by adding LED lighting. The cradle is available in various colours to match the venue’s aesthetics. Personalised branding can also be added to the playfield. Additional add-ons include a wooden cover, which converts the shuffleboard into a large table or buffet station, and scorekeepers for seamless game tracking.
Shuffly’s new modular shuffleboards have already debuted at Total Experience Antwerp, Belgium and De Vermaekerij Maasbree, the Netherlands, showcasing their ability to create engaging and profitable entertainment venues.
Shuffle Showdown
Earlier this year, the company also launched Shuffle Showdown. This innovative game blends classic shuffleboard with an engaging digital experience. Shuffle Showdown fuses enjoyment, high quality, and sleek design to deliver a premium atmosphere.
“With Shuffle Showdown, we’ve created an innovative experience that preserves the traditional charm of shuffleboard while taking advantage of modern technology under favourable conditions,” said Verhaeg, speaking at the time of the release.
The Shuffle Showdown concept combines the thrill of competition with the social dynamics of group activities, creating an immersive experience. It not only entertains players but also fosters teamwork, communication, and friendly rivalry among friends, family, or coworkers.
Players enter their names on a tablet at the start of the game, and the digital display allows them to view their scores in real-time, enabling them to adjust their strategies during the game. Furthermore, the tablet tracks player progress, offers unique branding options, and includes dynamic scoreboards with personalised sound effects and visual themes.
Shuffle Showdown is a complete concept, with Shuffly taking care of everything from start to finish.
The future is bright for social entertainment
Verhaeg sees the competitive socialising trend continuing to grow worldwide over the next five years, “And the experiences are going to keep getting better. The best products naturally rise to the top, and I genuinely believe shuffleboard is one of them.
“What makes shuffleboard stand out is how interactive and competitive it is. Many social games—like mini golf or darts—are more individual-focused, where you don’t have much influence over your opponent’s play. But with shuffleboard, or even curling, there’s a deeper level of strategy, competition, and engagement.”
Another significant factor is accessibility. Some games tend to attract a more male-dominated audience, like pool or darts, whereas shuffleboard appeals to both men and women equally. “That broader appeal is going to help it gain even more popularity.
“Looking ahead, the competitive socialising trend will keep evolving with new concepts, better technology, and even more immersive experiences. It’s an exciting space to be in, and I can’t wait to see where it goes!”
Meet the Shuffly team at Amusement Expo 2025 in Las Vegas from 17 – 20 March at booth #1108
