Content Writer: Janice Chew • Monday, 25/11/2025 - 21:04:39 - PM
On 17 November 2025, Sands China officially unveiled its “Sands Responsible Gaming Academy” as part of its broader Sands China Academy talent-development platform. The launch ceremony included the signing of a Memorandum of Understanding with University of Macau to strengthen cooperation in research, training and localised practices in responsible gaming. The new academy becomes one of eight specialised colleges under the Sands China Academy, indicating the company’s renewed commitment to embedding responsible gaming education across its workforce and community.
In its announcement, Sands China emphasized that it seeks to deepen employee and community awareness of responsible gaming, advocating for healthy and rational approaches to gaming and play. Historically, the company has been a pioneer in Macau for responsible-gaming programs: it introduced a self-exclusion programme in 2004 and integrated responsible gaming training into onboarding from 2007. The new academy thus reflects a maturation of its long-running programmes into a formalised education hub.
The establishment of this academy comes against a backdrop of broader responsible gaming efforts by Sands China. In 2024 and earlier, the company delivered thousands of hours of training to team members, engaged in community outreach such as exhibitions and carnivals, donated to NGOs, and ran “Responsible Gaming Runners” wellness initiatives. By formalising the academy, the company is positioning responsible gaming not merely as a compliance activity but as a strategic pillar of its culture and brand in Macau’s integrated-resort landscape.
For stakeholders in Macau’s gaming industry, the academy launch signals several things: one, Sands China is raising the bar for internal governance and public-education efforts around responsible gaming. Two, the partnership with the University of Macau implies a deeper academic-industry bridge that may yield research, credentialling and local knowledge-building. And three, given increasing regulatory and public-policy attention on responsible gaming in Macau, the move can enhance Sands China’s “licence to operate” positioning and differentiate its integrated resorts in the eyes of government and community.