2025: A year of sustainable growth and global expansion for 1xBet

In 2025, 1xBet once again confirmed its status as a leader in the global iGaming industry. The year for the betting giant was marked by high-profile partnerships with leading sports organizations and the receipt of prestigious awards.

The company actively applied a systematic approach to strengthening its presence in strategically important markets. The appointment of Simon Westbury as Strategic Advisor gave the brand’s development fresh momentum.

Together, these factors made 2025 a year of consolidation, scaling, and steady progress for 1xBet.

Driving the Next Phase of Growth: Simon Westbury joins 1xBet

In 2025, Simon Westbury joined the 1xBet team as Strategic Advisor. In his new role, Simon strengthened dialogue with regulators and supported long-term positioning in international markets.

Simon Westbury’s expertise in regulation, public communications, and strategic development enhanced 1xBet’s capabilities in navigating multi-level jurisdictions and complex regulatory environments.

Throughout the year, he represented the brand at leading industry events, such as SIGMA Euro-Med, SBC Summit Lisbon, SIGMA Central Europe, and SBC Summit Tbilisi, where he took part in discussions on the future of the industry, the balance between innovation and regulation, as well as the role of responsible operators in shaping a mature market.

Simon Westbury’s presence at the FIBA EuroBasket final in Riga, organized by 1xBet’s partner FIBA, highlighted the brand’s close connection with the international sports community and its engagement in key events on the global sports calendar.

“2025 proved to be a transformative year for 1xBet and myself as we sought to engage in strengthened, meaningful and deeper dialogue with the wider iGaming industry. 2025 was the start of the journey and I am very excited to deliver on our mutual goals and exceed expectations both internally and externally,” said 1xBet’s Strategic Advisor, Simon Westbury.

Big Names, Strong Alliances: 1xBet’s Partnership Power

In 2025, partnerships remained a key indicator of 1xBet’s sustainability and reputational strength. Collaboration with leading sports organizations reflects not only the brand’s marketing activity but also the level of trust from industry institutions, leagues, and federations.

In 2025, the company extended its partnership with the Paris Saint-Germain football club for another three seasons, reaffirming 1xBet’s reliability as an official betting partner.

At the same time, the brand expanded its presence in tennis by signing an agreement with the series of ATP Challenger Tour events and the Billie Jean King Cup, further diversifying its sports portfolio and reaching key audiences.

Special emphasis was placed on local partnerships. 1xBet consistently develops collaborations with clubs and sports organizations that play an important role in their respective regions.

Among the new partners, it is worth highlighting Caracas FC, Yangon United, Barcelona S.C., Xelajú MC, Yaguarete Fighting Championship, and MIBR’s VALORANT Team. These agreements have allowed the brand to further integrate into local sports ecosystems and find its way into fans’ hearts.

The ambassador strategy also continued to evolve. Heinrich Klaasen and Oussama Assli joined the brand, while the partnership with Dave Leduc was renewed.

These figures strengthened an already established portfolio of top-tier collaborations, which includes FC Barcelona, Paris Saint-Germain, the Italian Serie A, CAF, FIBA, the Billie Jean King Cup, and Volleyball World.

Industry Recognition: Celebrating Excellence on the Global Stage

2025 became a year of systematic recognition for 1xBet by the professional community. Receiving leading industry awards confirmed the high quality of the product, marketing solutions, and brand expertise.

Participation in the largest international exhibitions featured appearances by iconic football club legends, including Luis Garcia, Gregory van der Wiel, and Claude Makélélé, as special guests.

At SIGMA Euro-Med, the Prime Minister of Malta, Robert Abela, was the guest of honor at the company’s booth.

The awards received in 2025 highlighted the brand’s strong positions across several areas, including mobile solutions, crypto products, user experience, marketing, and sports betting.

By the end of the year, 1xBet won a number of key iGaming industry accolades:

• International Gaming Awards – Mobile Sports Product of the Year
• SIGMA Eurasia Awards – Best Crypto Operator
• SIGMA Africa Awards – Best on Mobile
• SIGMA Americas Awards – Best Sportsbook Operator
• SBC Europe Awards – Best Marketing Campaign and Sponsorship of the Year
• SBC Awards – Marketing Campaign of the Year
• SIGMA Euro-Med Awards – Best Casino Operator
• SIGMA Central Europe Awards – Best User Experience
• SIGMA South Asia Awards – Best Online Sportsbook and Best Cricket Betting Product

From Local Markets to Global Impact

In 2025, 1xBet continued to implement a strategy grounded in a deep understanding of the specifics of its key regions. The brand consistently adapted its product, communications, and partnerships to the characteristics of individual markets.

Latin America

The Latin American market is characterized by high audience engagement, a strong sports culture, and growing regulation. These factors require a comprehensive approach from companies operating in the region, which became a priority for 1xBet.

A significant step was obtaining a license in Guatemala and launching a partnership with the CSD Xelajú MC football club. This strengthened the brand’s position in the local market and underscored its commitment to operating within the legal framework and collaborating with national sports institutions.

In Peru, development was driven by a local license focused on esports and digital communication channels. Collaborations with popular streamers Benjaz and MR Choco, as well as with football podcasters, enabled 1xBet to build organic engagement with a young, tech-savvy audience.

In Spain, which is traditionally culturally and historically connected to the region, 1xBet continued to operate as a licensed brand, focusing on strengthening its product offering. The launch of a slots section featuring games from leading providers significantly increased the product’s competitiveness in one of Europe’s most highly regulated and mature markets.

Social responsibility became a separate focus area. In 2025, 1xBet launched a CSR project dedicated to responsible gaming in several Latin American countries. This initiative became part of the company’s long-term strategy to support sustainable development and build mature relationships with players.

Across the region, following detailed optimization of payment solutions, the brand ensured stable operation of the most in-demand payout methods, directly improving the user experience and audience trust.

Additional localization of events and content helped increase conversion, while the product model was successfully adapted to various collaboration formats, including CPA, CPI, CPM, revenue share, and fixed schemes.

In 2026, the company plans to scale both its partnership activities in the region and its social initiatives, strengthening its presence through local events and institutional agreements.

Africa

In 2025, Africa remained a region of comprehensive, multi-layered development for 1xBet. The brand consistently combined sport, culture, and social initiatives.

Its regional presence strategy was built around local identity, community engagement, and product adaptation to real user scenarios.

Significant attention was paid to ambassador programs, with a strong focus on the fusion of sport and culture. Throughout the year, local influencers and opinion leaders joined the brand across multiple markets.

At the same time, the company expanded its collaboration with sports organizations, adding new partners across football and basketball federations. As an official partner of the Confederation of African Football (CAF), the brand continued supporting major competitions across the continent.

1xBet also supported initiatives focused on social responsibility, grassroots sport, and education. The 1xBalance project evolved into a full-fledged platform for dialogue on responsible gaming, reaching millions of users across the continent.

The 1xCup initiative played a central role in Nigeria and Kenya, supporting grassroots football, youth development, and women’s empowerment through sport.

Product development remained a priority, with platform upgrades, local league integrations, and app optimizations improving accessibility and convenience across multiple African markets.

A Global Affiliate Engine Driving Growth

In 2025, 1xBet’s affiliate program, 1xPartners, remained a key driver of the company’s growth.

Launched in 2016, the program now brings together more than 500,000 participants from over 150 countries, enabling effective global scaling while addressing local market specifics.

By the end of 2025, the program demonstrated steady growth, secured leading positions in over 70 countries, and expanded into several new markets.

A major milestone was the comprehensive redesign of the affiliate platform, improving usability, onboarding, and mobile optimization.

Additional initiatives, including high-profile prize draws and the launch of a new APK build, further strengthened partner engagement and technical capabilities.

Overall, the affiliate program reaffirmed its role as a stable and transparent growth tool, combining scale, advanced technology, and long-term partnership focus.

What’s Next: 1xBet’s Plans for 2026

The brand continues to prioritize strengthening its positions in key regions through licensing, local partnerships, and closer engagement with regional communities.

With a clear long-term vision and commitment to sustainable global development, 1xBet aims to remain one of the iGaming industry’s leaders and continue consolidating its position on the global stage.