If knowledge is power, Aristocrat Gaming is the superhero of slot and electronic game players worldwide with the unveiling of KnowYourMax.com, a dedicated website which builds upon the tremendous success of the Know Your Max campaign the company released in 2023.
Timed to coincide with the American Gaming Association’s Responsible Gaming Education Month (RGEM), which is held annually in September, the website aligns perfectly with this year’s theme, “Play Smart from the Start.”
“Empowering Safer Play (ESP) is a core value of Aristocrat,” Megan Tobin, SVP, Head of Regulated Marketing for Aristocrat Gaming, told CDC Gaming. “As a leader in the responsible gaming space, we are always seeking ways in which we can improve. We identified an opportunity to further player education and equip them with actionable tools even before they sit down at a gaming machine.”
The Know Your Max campaign, the industry’s first positive play campaign from a gaming manufacturer, captured widespread attention with its introductory video surpassing 4.6 million views, 126 million impressions of paid advertising, and 940,000 web engagements.
It was developed to enlighten and educate players about the games they play while eliminating mystery, misinformation, and misconceptions. Responsible gameplay is an expression of Aristocrat’s values of “Good Business, Good Citizen” and “All About the Player,” and a desire to be an industry leader in ESP.
KnowYourMax.com invites players to access a suite of positive play resources including timer tools, budgeting tools, how to set personal limits, myth-busting trivia, and exclusive video content from the company’s Beyond the Reels web series that goes in depth about game features and terminology.
When asked if the site was created primarily for inexperienced players, existing players, or problem gamblers, Tobin responded that it is a combination of all three populations.
“We want players to play smart and know when they choose gaming for entertainment, that they are in control,” she explained. “But we also know problem gambling can occur in new players and seasoned players, so we wanted the Know Your Max website to function as a resource for positive play for players of all types and experience, where players can source information and additional resources.”
Just as card players have the ability to educate themselves with a plethora of books and websites designed to enlighten them with strategies driven by mathematics, Tobin explained that a strong component of Aristocrat’s global commitment is to bring informed choice to the forefront of everyone’s gaming experience from the start.
“It was imperative to make the information approachable and digestible, making it easy for players to remember. KnowYourMax.com provides simple actions like ‘before you bet, know your max’.”
Tobin acknowledges that the positive play movement is dynamic and ever-changing, and that the Know Your Max site will continue to evolve and expand from its original message, “set a limit with your time and budget.”
“It has grown into many memorable ‘Maxisms’,” she explained. “These bite-sized reminders, like ‘when you bet, rest, and reset,’ encourage smarter play and help players stay informed, intentional, and in control, are now in an accessible website format.”
Aristocrat Gaming, according to Tobin, is actively seeking feedback from players, operators, and industry partners about ways to grow the content and the campaign.
