Know Your Max
Oo boy, a spokesperson brief
Not contented with being just the top dog in the industry,
Aristocrat Gaming is set in their goal to promote responsible gaming around the world
So we suited up Max, armed with their tome of Maxisms, and sent them out into the world
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But first:
Who is Max? What is Max? Why is Max?
There was a major shift in the industry when sports betting moved toward heavy regulation, especially after a new law passed in the U.S. Our client saw the writing on the wall early—they knew it was only a matter of time before casino gaming would face the same regulatory spotlight.
All Aristocrat could show then
was Plato.
A little fella. Eager to teach with his own series of animated videos, Plato was Aristocrat Gaming’s mascot for Responsible gaming.
But being cute ain’t gonna cut it
Plato was an obvious misplay, too cartoony for a brand built for players 21+. It didn’t help that the videos he appeared in were preachy and unconvincing, missing the mark with an audience that expects fun, not lectures.
We needed to position our client as a leader in Responsible Gaming, building ahead of what was coming instead of waiting for it. For that, Aristocrat needed a voice that was smart, reliable, and charismatic, with the power to make people listen.
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Creating Max
Max is named after the wordplay of setting one’s maximum limit, mainly one’s time and budget, to aid players in managing their gaming habits responsibly.
To get a sense on what folks perceive as a snazzy expert of slot games, 4 different personas of Max (made with the power of frankenstein-ing stock assets) were launched as banner ads as part of split testing. “Academic Max” came out as the clear winner, cementing the purple suit and glasses as part of their iconic look.
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Intro Film
We went with a lore-based approach through which we hope to create intrigue and excitement around Max’s world, who they are, and how Maxes are equipped to help players of all stripes.
Max HQ
We went about introducing several key ideas, the first being the Max HQ.
Central to the Max universe, it’s a parallel universe in which our Maxes work and guide people to explore.
The Positive Playbook
The Positive Playbook — a big but ultimately playful guide to Positive Play. It serves as a visual mnemonic that can be carried throughout the campaign and other touch points.
Maxisms
Snackable tips from the Positive Playbook and Max that can be easily brought to the slot floor.
and of course we have to talk about the…
We created 4 Max archetypes, each responsible for specific topics and tips about Responsible Gaming.
On Social,
Max’s primary role is to myth-bust, engage and explain.
Max Everywhere
You can find the Max Squad at knowyourmax.com. They pop up on sites about Aristocrat’s new launches too.
The launch video is sitting at over 6 million views on youtube. That’s some serious traction, just check out our clients buzzing about it.
