Sands China launches responsible gaming academy, expands partnership with University of Macau

Sands China has launched a new responsible gaming academy and signed a cooperation agreement with the University of Macau (UM) as the casino operator seeks to deepen research, training, and public education in the field.

The “Sands Responsible Gaming Academy” becomes one of eight specialised colleges under the Sands China Academy, covering areas such as hospitality, entertainment, and integrated resort management. Sands said the new unit is designed to enhance employee and community awareness of responsible gambling and promote a healthy approach to gaming.

The launch ceremony, held at The Londoner Macao in Cotai, also included a certificate presentation for graduates of the RG360 Macau Responsible Gaming Specialist Ambassador Course, jointly developed with UM’s Institute for the Study of Commercial Gaming.

The programme blends academic theory with scenario-based learning and is considered the highest tier of Sands’ in-house ambassador training framework. Participants must complete the introductory and advanced components to earn certification from the University of Nevada, Las Vegas.

Sands China and UM signed a Memorandum of Understanding to broaden industry–academia–research cooperation, including research exchanges, talent training, and the development of localised responsible gaming practices. The partnership aligns with the Macau government’s efforts to strengthen public education and professional standards across the sector.

Wilfred Wong Ying-wai, executive vice chairman of Sands China, called the launch “a significant occasion” for the company and said it reflects its long-standing focus on responsible gambling, noting Sands was the first operator in Macau to introduce a self-exclusion programme in 2004 and mandatory responsible gaming training in 2007.

“We have kept up with not only the times, but also the city’s development,” Wong said, adding that the new academy and MOU aim to “bring forth a more diversified model for curriculum development and training programmes” by combining academic research with industry practice.

Representatives from Macau’s Gaming Inspection and Coordination Bureau and Social Welfare Bureau attended the ceremony alongside UM officials. Sands said the new academy will help cultivate employees into responsible gaming promoters with professional knowledge and practical skills.