The pattern is commonly called "Starburst". It is a hot-stamp. It was/is used to cancel many chips, perhaps most familar to many collectors were the entire racks of chips for both the River City, Cresent City Queen and Grand Palais, New Orleans riverboat casinos.

(scans courtesy of ChipGuide)

In addition to being used as a tool for cancellations, Paul-Son Gaming also hot-stamped thousands upon thousands of blank, hat and cane chips with the Sunburst pattern and sold them as generic, home game chips from their retail stores. Many thousands of these chips exist in many home poker set and private party tournament groups, in every color of chip that Paul-Son has ever made.

In quantities of 100, and in good condition, these chips sell for about $120 - $130.

Jim