Sands China marked a milestone in responsible gaming by inaugurating the Sands Responsible Gaming Academy at The Londoner Macao and formalizing its collaboration with the University of Macau (UM) through a Memorandum of Understanding (MOU).
The event also included a certificate presentation to graduates of the RG360 Macau Responsible Gaming Specialist Ambassador Course, jointly developed by Sands China and the Institute for the Study of Commercial Gaming of the University of Macau. These initiatives mark a new milestone in industry-academia collaboration between the two parties in fostering responsible gaming in Macao.
Sands Responsible Gaming Academy Official Launch
As an integrated resort operator rooted in Macao for over two decades, Sands China has been committed to fulfilling its corporate social responsibility. Since 2007, the company has developed a professional and holistic responsible gaming framework, designed to advance a healthy responsible gaming culture in the city.
The newly launched Sands Responsible Gaming Academy – one of eight sub-academies of the Sands China Academy – aims to further promote responsible gaming principles and practices across the Macao community, enhance the awareness and well-being of team members and guests, and help Macao build a more mature and sustainable responsible gaming environment.
Memorandum of Understanding with the University of Macau
The MOU underpins a deepened partnership between Sands China and the University of Macau. The collaboration focuses on strengthening industry-academia cooperation in responsible gaming, with emphases on research exchange, talent cultivation, and localised implementation. In alignment with the Macao SAR government’s policy direction, both parties aspire to elevate professional education and public awareness related to responsible gaming.
RG360 Macau Responsible Gaming Specialist Ambassador Course
Co-developed by Sands China and UM’s Institute for the Study of Commercial Gaming (ISCG) exclusively for the Sands Responsible Gaming Academy, this course merges academic theory with practical application to form a training model tailored to Macao’s cultural and social contexts. It is the first professional responsible gaming training course in Macao and represents the highest tier of Sands China’s Responsible Gaming Ambassador training framework.
The course covers three core areas: identifying responsible gaming scenarios and applying appropriate intervention methods; strengthening cross-cultural communication skills to support guests from diverse backgrounds; and enhancing case-handling and communication abilities through scenario-based exercises. Team members wishing to take the course must first complete Sands China’s Responsible Gaming Ambassador basic and advanced training modules to obtain certificates issued by the University of Nevada, Las Vegas (UNLV). Monday’s event concluded with a certificate presentation ceremony for Sands China team members who successfully completed the course.
Professor Jun Yu, dean of the Faculty of Business Administration at the University of Macau, said: “UM and Sands China have collaborated for over a decade, working closely to enhance industry standards through training and education. The launch of the Sands Responsible Gaming Academy marks a new stage in our industry-academia cooperation to build a more robust culture of responsible gaming.
Moving forward, we will integrate our academic strength with Sands China’s industry expertise, further deepening talent development, enhancing professional competence, and exploring new technological applications to promote sustainable and healthy development of the industry in Macao.”
In 2004, Sands China was the first gaming operator in Macao to launch a self-exclusion programme, and in 2007 became the city’s pioneer in integrating responsible gaming training into its company-wide team member orientation programme.
“Sands China regards Macao as its home and is firmly committed to fulfilling its corporate social responsibility. Promoting responsible gaming is therefore our mission, as we strive to foster a healthy environment and contribute to Macao’s sustainable development,” shared Dr. Wilfred Wong, executive vice chairman of Sands China Ltd.
“To further support the Macao SAR government’s vision of promoting responsible gaming, Sands China has established the Sands Responsible Gaming Academy and signed a memorandum of understanding with the University of Macau’s Institute for the Study of Commercial Gaming. This will deepen industry-academia collaboration, combining academic research with industry practice to nurture more professionals equipped with both expertise and practical skills.
We sincerely congratulate the first group of participants who have completed the academy’s training programme, and we hope they will apply what they have learned to their work, helping embed the concept of responsible gaming more broadly into the local community. Looking ahead, Sands China will continue to work hand in hand with all sectors of society to promote Macao’s responsible gaming culture, cultivate more outstanding talent, raise industry standards, and contribute to the long-term development of Macao’s community and the tourism and leisure industry.”
Sands China continues to uphold its commitment to addressing social issues, fostering a responsible gaming culture, and contributing to the long-term sustainable development of the Macao community.
