Aristocrat Gaming expands Positive Play initiative with new KnowYourMax.com website

Launched in 2023, Know Your Max became the first Positive Play campaign ever introduced by a gaming manufacturer, aimed at promoting healthier gambling habits through simple, memorable messages. With the new website, players now have access to practical resources including timers, personal limit-setting guides, myth-busting trivia, and exclusive video content from Aristocrat’s Beyond the Reels web series, which explores game features and terminology in depth.

“We are incredibly proud of the impact Know Your Max has already made, as empowering safer play is one of Aristocrat’s core values and central to our global business,” said Megan Tobin, SVP and Head of Regulated Marketing for Aristocrat Gaming. “By launching this dedicated site, we are continuing to place informed choice at the forefront of every player’s gaming journey.”

Since its debut, the campaign’s introductory video has surpassed 4 million views, with overall engagement exceeding 126 million impressions, underscoring its resonance with players and operators alike.

Memorable “Maxisms” – such as “when you bet, rest and reset” – serve as quick reminders to encourage intentional play and keep players in control.

The launch of KnowYourMax.com was timed to coincide with the American Gaming Association’s Responsible Gaming Education Month (RGEM) in September. This year’s theme, “Play Smart from the Start”, is closely aligned with the campaign’s philosophy: gaming is most enjoyable when approached with the right mindset.

For Aristocrat, responsible gameplay reflects its values of “Good Business, Good Citizen” and “All About the Player”. The company has committed to becoming an industry leader in Empowering Safer Play (ESP) through education, compliance, and continuous improvement, ensuring the long-term sustainability of the global gaming industry.