That's actually a coating/laminate layer on the rolling edge. The ceramic blanks are not shiny by nature on any portion of the blank. The matte look is their natural state.
As for the chips in question, I'd have to see a close-up shot of the chips you're referring to (I don't have any EPT chips to refer to...sorry). Some ceramic chips have what I can only describe (possibly inaccurately) as a thin textured vinyl laminate over the two faces to provide the overall chip some additional texture. Nevada Jacks and Scrolls come to mind, as do some casino ceramics. Others that GOCC manufacture might have their newer, glossy protective coating applied (GoGuard is their product name). Most ceramic chips I've handled, though - both for home and casino use - don't have this layer of texture applied, and it's just the raw, dyed ceramic surface that you're feeling.