Macau has officially launched its 2025 Responsible Gambling promotion campaign, reinforcing the city’s ongoing commitment to raising awareness and minimizing gambling-related harm. Titled “Seek Help Early · Win the Future”, the initiative is a joint collaboration between the Social Welfare Bureau, the Gaming Inspection and Coordination Bureau, and the University of Macau’s Institute for the Study of Commercial Gaming.
Stronger Focus on Youth and Early Intervention
This year, the campaign places a renewed emphasis on youth engagement and education. As part of this effort, organizers are working closely with both gaming operators and community-based prevention groups to host a variety of events across community centres and service facilities. Through these initiatives, the campaign aims to promote early intervention, raise awareness about gambling disorders, and foster responsible gambling habits among younger demographics.
At the official launch event—held at Studio City’s Cineplex—senior officials were joined by business leaders and academic experts. Among the key attendees were Social Welfare Bureau Director Wilson Hon, Tourism Office Head Maria Helena de Senna Fernandes, and Deputy Director of the Gaming Bureau Lei Seak Chio. In addition, Melco Resorts Chairman Lawrence Ho and Professor Davis Ka Chio Fong from the University of Macau attended, highlighting the cross-sector support for the initiative.
Expanding Community Activities and Measuring Impact
Running from July to December, the campaign features a diverse lineup of public activities. These include roadshows, workshops, interactive theatre performances, and educational games. Furthermore, a responsible gambling mascot design contest concluded during the campaign’s launch event. The celebration also included educational booths, service consultations, and a public exhibition of the winning mascot designs, all of which helped deepen community engagement.
According to Director Hon, the campaign has already contributed to meaningful cultural change. Over time, the percentage of Macau residents who participate in gambling has dropped significantly—from 59.2% in 2007 to 30.1% in 2022. Meanwhile, public awareness of responsible gambling has improved remarkably, rising from 16.2% in 2009 to 64.9% in 2023. These statistics, he noted, demonstrate that sustained outreach and education efforts are effectively reshaping public attitudes.
