Aristocrat Pioneers Responsible Gaming with New Site

Aristocrat Interactive is setting new standards in responsible gaming with the launch of its dedicated website for the Know Your Max positive play campaign. By pioneering the first positive play initiative from a game provider, Aristocrat demonstrates its enduring commitment to both innovation and player welfare.

Key Takeaways

• Aristocrat Interactive launched its Know Your Max website and positive play campaign in 2023.
• The initiative supports responsible gaming and coincides with Responsible Gaming Education Month.
• The company secured a five-year iLottery contract with the Massachusetts State Lottery Commission, offering a comprehensive gaming platform starting July 1, 2026.

A New Chapter in Positive Gaming

Aristocrat’s Know Your Max campaign marks a transformative step in promoting safe and engaging play. The campaign is not only a nod to responsible gaming but also a showcase of innovation in the gaming industry. As part of its positive play commitment, the new website provides vital resources and education, ensuring that players are empowered to make informed decisions.

Securing a Major iLottery Contract

In another significant move, Aristocrat has won an iLottery contract from the Massachusetts State Lottery Commission. The deal, which is initially set for five years with opportunities for three additional three-year extensions, cements Aristocrat's standing as a leader in both technological advancement and player protection. With services including player account management, online instant games, and regular lottery draws, this platform is set to launch on July 1, 2026. Given that the Massachusetts lottery is recognized as the third largest in the world per capita, this contract underscores Aristocrat’s commitment to expanding its influence in the iLottery space.

Expanding the Positive Gaming Project

Alongside the website launch, Aristocrat has expanded its Know Your Max initiative to further emphasize responsible gaming. The campaign, which originally debuted in 2023, represents the industry’s first positive play effort by a game provider. This expansion aligns with Responsible Gaming Education Month, underscoring the importance of educating players about safe gambling practices and the broader benefits of a positive gaming environment.

Aristocrat Interactive’s strategic moves solidify its role in shaping the future of gaming—a future where player well-being is paramount and innovation drives responsible play.