Sands China Launches Youth Responsible Gaming Programme for Macau Students

Gambling companies bear a significant responsibility, especially towards young people. Sands China has now introduced a new program specifically aimed at students in Macau. It seeks not only to raise awareness of responsible gaming but also to foster young talent in this area. For me, as a long-time casino editor, this is an important step that shows how the industry is evolving.

The program, spearheaded by the Sands Responsible Gaming Academy, was developed in collaboration with the Institute for the Study of Commercial Gaming at the University of Macau and the Association of Volunteer Social Service Macao. It offers young participants the opportunity to combine theoretical knowledge with practical experience. Thus, Sands China supports the official campaign of the Macau Special Administrative Region, operating under the slogan "Learn RG, Keep the Fun Alive."

Numbers and facts

Interest in the program was substantial: approximately 150 students from the University of Macau applied. Of these, 32 young talents were selected for the "Responsible Gaming Youth Talent Development Programme." These students are now developing their own initiatives that address responsible gaming from a youth perspective. Their projects include campus awareness campaigns, community education, gamified learning experiences, short-form videos, and digital interactive tools.

To complement the program, Sands China organized a four-day study visit to Singapore last month. A delegation of 23 people, including representatives from the three partner organizations, visited Marina Bay Sands – another Sands Group company – to exchange ideas on responsible gaming practices. Visits to the National Council on Problem Gambling (NCPG) and the community organization WE CARE were also on the agenda. Sands China has previously provided financial support for similar initiatives. In 2026, 1 million MOP, equivalent to about 125,000 US dollars, was donated to five non-governmental organizations (NGOs). In 2025, approximately 124,770 US dollars went to the same five organizations.

"For 21 years, we have supported social service organizations through annual donations, enabling them to deliver education, outreach, and training programmes across the community. This long-term collaboration has helped integrate responsible gaming concepts into everyday life." - Michael Lee, Vice President of Concession Administration and Casino Compliance at Sands China

Background

Responsible gaming is an ongoing topic in the gambling industry. Especially in regions like Macau, where casinos are a central economic factor, it is crucial to take proactive measures for player protection. Sands China states it has been actively involved in this area for many years. Since 2006, the company has provided 8.9 million MOP (approximately 1.1 million US dollars) to support Macau's government policy on responsible gambling.

Collaboration with educational institutions such as the University of Macau and social organizations is a smart way to achieve this. It engages young people directly in finding solutions while simultaneously fostering the development of skilled professionals who could work in this important sector in the future. The training of talents in responsible gaming is of increasing importance not only in Macau but worldwide.

Why it matters for German players

In Germany, strict player protection rules have been in effect since the Gambling State Treaty 2021 (GlüStV 2021) came into force. Those who wish to play in licensed online casinos can find them on the GGL whitelist of the Joint Gambling Authority of the Federal States. These casinos must adhere to various requirements designed to promote responsible gaming. Personally, I find it commendable when large companies like Sands China invest in youth education. This is an important contribution to the prevention of gambling addiction.

German protective measures include a monthly deposit limit of 1,000 Euros, monitored via the central limit file system LUGAS. There is also a strict betting limit of 1 Euro per spin on online slot machines, plus a 5-second pause between spins. Advertising is heavily regulated, and a comprehensive player exclusion via OASIS is possible at any time. These measures are stricter than in many other countries, as the legislature in Germany takes player protection very seriously. I am convinced that such initiatives as Sands China's would also be helpful here in Germany to raise awareness of responsible gaming early on. It's about players maintaining control and gambling remaining an enjoyable hobby.

What it means for GGL-licensed casinos

For casinos with a GGL license in Germany, responsible gambling is not an option but an obligation. Licenses are tied to comprehensive requirements aimed at preventing gambling addiction and protecting players. Programs like Sands China's in Macau could serve as inspiration for how player protection can be extended beyond legal minimum requirements. Training programs with local universities or NGOs could also promote young talent here and strengthen awareness in society.

The German market places great emphasis on transparency and the provision of support services. Every GGL-licensed online casino must clearly and explicitly inform about risks and offer options for self-regulation. These include deposit, stake, and loss limits that players can set themselves. Youth programs could have a preventive effect and contribute to future generations of players developing a healthier approach to gambling from the outset. I see an opportunity here to learn from each other and further improve player protection standards worldwide.

"Moving forward, we will continue to introduce diverse and innovative promotional initiatives to deepen public understanding of responsible gaming and support the healthy, orderly development of the integrated tourism and leisure industry." - Michael Lee, Vice President of Concession Administration and Casino Compliance at Sands China