Aristocrat Expands Responsible Gambling Push with Launch of KnowYourMax.com

^{Aristocrat Gaming's Know Your Max campaign features three pages to encourage players to embrace “positive play” and set healthy gambling limits. (Image: courtesy of Aristocrat)}

Las Vegas-based slots giant Aristocrat Gaming has taken its responsible gambling initiative Know Your Max to the next level by launching a new dedicated website, KnowYourMax.com. The website went live on Aug. 26 and is designed to give players direct access to tools and resources that promote healthy play habits.

Online Hub for Safer Play

The Know Your Max campaign, first introduced in 2023, has already made a significant impact in raising awareness around responsible gambling. Its introductory video surpassed four million views and generated more than 126 million impressions, underscoring the strong engagement with its message.

At its core, Aristocrat’s goal is to encourage players to set personal boundaries around both time and money with their gaming habits, offering practical “maxims” as reminders to take breaks and play within limits.

With the launch of the new site, players now have access to a hub housing a variety of resources, including:

• Timer tools to help manage playing sessions
• Guides for setting personal limits on spending and time
• Interactive trivia designed to bust common gaming myths
• Exclusive video content from Aristocrat’s Beyond the Reels web series, which provides in-depth looks at game features and design.

Upon visiting KnowYourMax.com, users are greeted by a simple layout spread across just a few pages. The site includes a “Fact or Fiction” section that corrects common gambling myths, such as the idea that slot machine location impacts winning odds or that chasing losses is a viable strategy. The site also explains industry terms like “hold and spin” or “progressive jackpot,” and links out to customizable timer tools and calculators.

Aristocrat Reinforces Responsible Gaming Push

According to the news release, the rollout of KnowYourMax.com was intentionally timed to coincide with the American Gaming Association’s Responsible Gaming Education Month (RGEM), held every September. This year’s theme, "Play Smart from the Start", closely aligns with Aristocrat’s message with the Know Your Max campaign on fostering a balanced and enjoyable gaming experience. 

The launch of the website adds to a wave of recent activity from Aristocrat. Earlier this month, Aristocrat released its new NFL Super Bowl Slots app and secured an iLottery platform contract from the Massachusetts State Lottery Commission. While those projects focused on online platform growth, KnowYourMax.com serves as an initiative for the players more than anything.

“We’re incredibly proud of the impact Know Your Max has already made with players and customers, as empowering safer play is one of Aristocrat’s core values and at the heart of our global business,” said Megan Tobin, SVP and Head of Regulated Marketing at Aristocrat Gaming.

Campaign Impacts Yet to Be Seen

With Know Your Max evolving into a full-fledged digital resource hub, Aristocrat is clearly attempting to establish itself as a proactive operator when it comes to responsible gaming. But while millions of impressions and a website launch sound good on paper, will players actually seek out these resources and put them to use? 

Questions remain about how the success of such a website can be measured, as Aristocrat focused on highlighting the impressions of the campaign video rather than facts on how people are using their campaign to gamble responsibly.

Responsible gambling initiatives like this often walk a fine line: they nudge players towards awareness in their play, while coexisting with a business model built on gambling revenue. It’s a tension that’s unlikely to disappear, but transparency around outcomes and effectiveness could help prove that campaigns like Know Your Max are more than just good PR.