1xBet: "Through brand-building comes trust—not just within the industry but also with our players"

At this year’s SBC Summit in Lisbon, 1xBet made its presence felt with major announcements, new partnerships, and a strong push to reshape industry perceptions. For Simon Westbury, recently appointed as Strategic Advisor, the event marked one of his first big outings in the new role, and a chance to highlight both the operator’s expanding global footprint and its commitment to responsible growth.

From unveiling the Western Europe Player Protection Report with SBC to renewing its partnership with Paris Saint-Germain, 1xBet used the summit as a platform to showcase transparency, innovation, and ambition. In conversation with Yogonet, Westbury discussed the company’s licensing strategy, the importance of risk-taking, and his mission to help the brand engage more openly with the industry while continuing its rapid international expansion.

This marks your first major industry event since becoming a Strategic Advisor at 1xBet. What were your main goals for the summit, both personally and for the company’s broader strategy?

For the company, it’s been a fantastic show. We announced the Western Europe Player Protection Report that was produced in partnership with SBC, which I think offered some really interesting insights. To be clear, our role was only in setting the scope of the project; the research itself was carried out independently by SBC.

The findings were fascinating. For example, while 60% of participants said their jurisdiction scored 7 out of 10 in terms of player protection, 46% still expressed dissatisfaction with their regulation, and 23% wanted more clarity. That tells us that even in Western Europe—which is often considered the gold standard for player protection—there is still a need for more communication, clarity, and consistency.

Beyond that, we were also proud to announce the renewal of our partnership with Paris Saint-Germain for another three years. And of course, events like SBC Summit are invaluable for strengthening existing relationships, building new ones, and boosting our brand visibility. Through brand-building comes trust—not just within the industry but also with our players.

You’ve mentioned that elevating perception and visibility is a key goal for 1xBet. How does being present at a major event like this help build momentum?

SBC has done a great job bringing the entire industry together under one roof. This has been the busiest conference I’ve ever attended. There’s nothing quite like meeting people face-to-face, shaking hands, and having real conversations.

It’s also been a chance for people to see me in my new role. This is only my second industry event since joining, but the first on this scale. I’ve had a lot of congratulatory conversations, but also genuine interest from stakeholders asking: “You’re one of the biggest brands in the world—how do we work with you?”

On top of that, I joined a panel on Eurasia and the Balkans, discussing our Serbian market entry, which further showcased our regulatory and expansion efforts.

Speaking of expansion, 1xBet has already secured 30+ licenses, with more in the pipeline. Which markets are you currently focusing on?

Western Europe is certainly an area of interest, and we do have ongoing license applications there—though I can’t share specifics yet. At the moment, we’re already active in Spain, Serbia, and Ireland, and we’d like to grow that footprint.

Africa is another big market for us, and Latin America is also a key focus, with license applications underway in several jurisdictions. As always, we’re working closely with regulators. Regulation is never straightforward, and it’s important not to get ahead of ourselves by announcing details before things are official. But I can say with confidence: there will be news soon.

In previous interviews, you’ve called for more innovation and risk-taking in iGaming. Do you see events like SBC as platforms to challenge the industry’s “sameness”?

Absolutely. I’ve always been outspoken on this, and I think we need a cultural shift in attitude across the industry. Innovation often comes from risk-taking, and that’s not something many operators are comfortable with.

What excites me here is seeing new suppliers and innovators approach us with fresh ideas. Some of them really have the potential to challenge the status quo. AI, for example, is a tool that can play a big role in shaping the future, but it’s about using it intelligently and responsibly. SBC creates the forums for those discussions to happen, and that’s how change begins.

One of your key missions at 1xBet is to help challenge outdated perceptions around topics such as regulation and player protection. How are you working to shift that narrative?

I’ve been very open about this. The question is: do we judge people on the past or on the present? Everyone in this industry has a history. For us, the focus is on transparency, engagement, and building trust.

This show has been so busy that I’ve literally had people stopping me in the corridors—or even in the bathroom!—to talk business. That’s a good sign. We’ve got no secrets, nothing to hide. We’re here to meet everyone, to be open, and to drive the conversation forward in a positive way.

In the past, we might have been too quiet, which allowed critics to define the narrative. Now, we’re taking the initiative and communicating proactively—whether it’s through research like the Player Protection Report or partnerships with leading clubs like PSG. It’s about showing who we are today, not letting others tell that story for us.

Your career has largely been built in B2B. Now you’re in a B2C-focused role. How are you bringing your experience into this new position?

As an advisor, my job is to provide input across a wide range of areas—from regulation and marketing to partnerships. Not all advice will always be acted on, and that’s fine, but the role has been highly engaging so far.

What’s interesting for me is the shift from B2B to B2C. In my past roles, I was always trying to get meetings with operators. Now, suddenly, everyone wants a meeting with me. That changes the dynamic completely, and it shows the strength of 1xBet’s brand.

Having a stand here at SBC has really underlined that point for me. Not many operators take that step, but we do. We’re here, visible, welcoming, and engaging. It’s about putting ourselves firmly in the spotlight, not operating from the shadows.

Finally, looking ahead, how do you see your role evolving over the next year as 1xBet continues to grow?

For the company, the priorities are clear: more licenses, more growth, more momentum. For me personally, that translates into more responsibility and more opportunities to contribute—which I welcome.

I never over-plan my career. My past roles—whether at VSoftCo, Sheffield United, or elsewhere—have all developed organically. I see life as fluid. But what I do know is that this is an exciting, challenging role that will help me grow professionally while also helping 1xBet move forward. I hope this is the start of a long-term partnership, and I’m very optimistic about where we’re heading.