Sands China Holds 11th Responsible Gaming Ambassador Advanced Training Programme
In support of Macao SAR government’s vision of promoting responsible gaming
Enhancing team members’ capabilities in identifying and intervening in
problem gambling through industry-academia-community collaboration
(Macao, Sept. 3, 2026) – Sands China remains committed to promoting responsible gaming as a cornerstone of its sustainable development and corporate social responsibility. As Macao’s largest integrated tourism and leisure enterprise, the company continuously enhances its team members’ training, deepens community collaboration, and promotes public education, actively supporting the Macao SAR government’s policies to foster a healthy, sensible culture of responsible gaming. To further equip its team members with the capabilities to identify problem gambling and assist those in need, Sands China organised its 11th Responsible Gaming Ambassador advanced training programme Aug. 24-25 at The Londoner® Macao.
This year’s programme provided systematic, professional training to 42 of Sands China’s Responsible Gaming Ambassadors from various departments. It focused on raising frontline team members’ awareness of gambling disorder, enhancing their ability to identify potential issues, and equipping them to provide timely assistance.
The Responsible Gaming Ambassador advanced training programme adopts various training formats, including short presentations, scenario-based short videos, interactive games, role-playing exercises, and assessment. This multifaceted approach not only deepens participants’ understanding of responsible gaming concepts and reduces the risk of gambling disorder, but also guides them on assisting guests with consultation resources. All Responsible Gaming Ambassadors who complete the programme receive certificates from the International Gaming Institute of the University of Nevada, Las Vegas (UNLV).
This year’s session was led by Professor Alan Feldman, chair of the Nevada Advisory Committee on Problem Gambling, chair emeritus of the International Center for Responsible Gaming, and director of the Strategic Initiatives of the International Gaming Institute of UNLV, who shared an in-depth analysis of the root causes of problem gambling from both scientific and historical perspectives. Drawing upon the latest research, he provided participants with guidance on accurately recognising the signs of gambling disorder and equipping them with effective communication skills to engage with individuals with gambling problems.
In addition, Professor Davis Fong, director of the Institute for the Study of Commercial Gaming at the University of Macau, shared insights into the latest implementation of Macao’s responsible gaming policies and industry trends, providing participants with a holistic view of the city’s gaming sector. A team of senior counsellors from the Sheng Kung Hui Macau Social Services Coordination Office also shared practical consultation strategies and introduced the organisation’s 24-hour counselling hotline and face-to-face counselling services to participants, with a focus on the four-step “FACE” intervention model, which can be effectively applied in gambling-related scenarios. Participants also engaged in role-playing exercises, strengthening their risk-response capabilities and communication skills in addressing problem gambling.
Dr. Wilfred Wong, executive vice chairman of Sands China Ltd., said: “Promoting responsible gaming is crucial to Sands China’s corporate social responsibility and serves as a vital foundation for the sustainable development of Macao’s integrated tourism and leisure industry. Over the years, the company has actively strengthened our industry-academia-community collaboration model by partnering with internationally renowned academic organisations, local higher education institutions, and community service groups to deliver professional training that broadens team members’ global perspectives and enhances their practical skills, thereby contributing to the continued effectiveness of our responsible gaming promotion efforts. We extend our gratitude to Professor Alan Feldman, director of the Strategic Initiatives of the International Gaming Institute of UNLV; Professor Davis Fong, director of the Institute for the Study of Commercial Gaming at the University of Macau; and the team of senior counsellors from the Sheng Kung Hui Macau Social Services Coordination Office for their longstanding efforts in promoting responsible gaming. We hope that the Responsible Gaming Ambassadors will put the knowledge and skills gained through the training into practice in their daily work and promote the value of responsible gaming within the community, thereby contributing to a healthy and harmonious community in Macao and laying a solid foundation for the sustainable development of the industry.”
All of Sands China’s more than 28,000 team members are required to complete responsible gaming training upon onboarding. Since its launch in 2013, the Responsible Gaming Ambassador Advanced Training Programme has built on this orientation training to further raise team members’ awareness and deepen their understanding of problem gambling. It also helps strengthen their professional knowledge while reinforcing the importance of responsible gaming practices.
The programme is a global initiative of Sands China’s parent company and features a curriculum that is updated annually to reflect the latest developments in the industry and to support the responsible gaming initiatives introduced by the Gaming Inspection and Coordination Bureau (DICJ). To date, the programme has recorded more than 1,000 participants. Upon completing the programme, the Responsible Gaming Ambassadors are equipped to provide appropriate assistance and response to individuals exhibiting signs of problem gambling. They are also able to initiate conversations using the crisis management and intervention skills acquired through the training.
Sands China strives to foster a culture of responsible gaming through promotional initiatives that raise public awareness and enhance understanding. The company pioneered Macao’s self-exclusion programme in 2004 and established a comprehensive responsible gaming programme in 2007 for its company-wide team member orientation training. Through these efforts, the company aims to contribute to the continuous development of the Macao community, fulfil its corporate social responsibility in addressing social issues, and develop an environment and a culture of responsible gaming in Macao.
Photo caption: A total of 42 Sands China team members were divided into two groups, attended the company's 11th Responsible Gaming Ambassador Advanced Training Programme at The Londoner Macao on August 24 and 25, respectively. The programme aims to strengthen participants’ knowledge and skills to enable them to effectively assist guests in need.
Photo caption: Professor Alan Feldman, chair of the Nevada Advisory Committee on Problem Gambling, chair emeritus of the International Center for Responsible Gaming, and director of the Strategic Initiatives of the International Gaming Institute of UNLV, hosts a session of Sands China’s Responsible Gaming Ambassador advanced training programme on Aug. 26. Drawing upon the latest research, he explains how to recognise signs of gambling disorder and equip team members with effective communication skills to engage with individuals with gambling problems.
Photo caption: On Aug. 25, Professor Davis Fong, director of the Institute for the Study of Commercial Gaming at the University of Macau, shares insights into the latest implementation of Macao’s responsible gaming policies and industry trends, giving participants a holistic view of the city’s gaming sector.
Photo caption: Team members roleplay during a session of Sands China’s Responsible Gaming Ambassador advanced training programme on Aug. 26. The session helped strengthen participants’ risk-response capabilities and communication skills in assisting individuals with problem gambling.