Aristocrat Launches KnowYourMax.com, Wins Massachusetts Lottery Deal
Aristocrat Interactive has unveiled the latest stage in its positive play campaign, launching the KnowYourMax dedicated website.
The original Know Your Max campaign, which launched in 2023, was the first positive play campaign launched by a game provider.
The company’s dedication to positive gaming and its experience in the provision of lottery products have also seen it announced as the winner of the Massachusetts State Lottery Commission’s iLottery contract.
Under the contract, Aristocrat will provide iLottery services, initially on a five-year contract but with the possibility of three additional three-year extensions.
Aristocrat To Provide Massachusetts iLottery
Aristocrat launched in Australia in the 1950s, with the Clubman and Clubmaster gaming machines, before expanding into the US and Europe in the 1960s and 1970s. Today, it offers government lotteries in markets around the world.
The group boasts 27 global lottery customers and continues to expand its customer base. In June this year, the provider was announced as the lottery provider for the Michigan Lottery.
At the end of August, it further expanded its US lottery reach, announcing an initial five-year partnership with the Massachusetts State Lottery Commission.
The deal will see Aristocrat provide an iLottery platform that includes player account management services as well as online instant games and regular lottery draws.
The deal begins on July 1, 2026, and represents a significant new deal for the lottery company, with the Massachusetts lottery being the third largest in the world, per capita.
Moti Malul, Aristocrat Interactive’s CEO, said: “We are extremely proud to be selected as the partner for MSLC, after a highly competitive process. We’re excited to be partnering with the MSLC who are widely recognized as a global leader in lotteries.
“We look forward to helping the MSLC deliver on its objective to expand player engagement through innovative and responsible online play, and further enhance their ability to contribute to and support local communities.
“Our commitment to iLottery, together with our diverse and proven platform solutions and top-performing content portfolio, trusted people and seamless integration, is what sets us apart.”
Meanwhile, MSLC executive director Mark Bracken said of the deal: “The Massachusetts State Lottery Commission is taking a significant step forward in modernizing our operations with a world-class iLottery program to complement our industry-renowned retail program.
“After a comprehensive and competitive process, Aristocrat Interactive demonstrated the best value for the Commonwealth.
“Partnering with Aristocrat Interactive provides us with a proven, successful platform that will allow the Lottery to fulfill its mission of maximizing funding for early childhood education and care that will benefit families throughout the Commonwealth.”
Positive Play Campaign
At the same time, Aristocrat also expanded its successful Know Your Max positive gaming project. The campaign was launched in 2023, and the new, dedicated website expands on the initiative.
The launch coincides with the start of the American Gaming Association Responsible Gaming Education Month and aims to educate players on how to gamble responsibly and safely.
The site is live now, and company SVP, Megan Tobin, said: "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.
"By launching this new, dedicated site for players, we're continuing to bring informed choice to the forefront of everyone's gaming experience from the start."
