1xBet's Simon Westbury discusses 1xPartners' philosophy, Best Affiliate Program win at SBC Awards Malta

At the end of April, the SBC Summit Malta took place in Saint Julian's, gathering stakeholders from across the European iGaming industry. The SBC Awards Malta ceremony, honoring industry leaders, was held as part of the event.

1xBet won in the Best Affiliate Program category. Simon Westbury, the brand’s Strategic Advisor, accepted the prestigious award.

"The SBC Awards Malta is not only brand recognition but also proof of the effectiveness of our Partner-First model," he stated. "We didn't just receive an award. We gained confirmation that our investment in technological security and transparency was the right decision. Today, 1xPartners stands for institutional reliability in the iGaming world."

Westbury emphasized that 1xBet has built "an effective ecosystem with leading products and a seamless user experience, highly praised by experts, affiliates, and investors."

A key part is the 1xPartners affiliate program. Launched in 2016, it has scaled rapidly over the past decade. Today, 1xPartners operates in more than 150 countries, with managers speaking 53 languages. This combination of global expertise and local flexibility has driven 50% growth in the past year alone, Westbury noted.

The expert also highlighted that in 2026, simply being a major brand is no longer enough. Technological leadership must be demonstrated daily through the implementation of AI tools and machine learning to combat fraud, according to Westbury.

At the same time, Westbury said it is essential to avoid unnecessary bureaucracy and maintain transparency and openness, particularly when it comes to payouts.

"As a result, 1xPartners affiliates feel like part of an elite, exclusive community, benefiting from first-class service, high conversion rates, and access to unique events," 1xBet said in a statement.

"The 1xBet ecosystem's win at the SBC Awards Malta highlighted the project’s scale," according to the company. "1xPartners has brought together over 500,000 partners and continues to expand its network by simplifying navigation, optimizing its software products, and implementing AI-powered real-time analytics tools for effective campaign monitoring."

All key workflows are fully automated through API integration, allowing partners to manage their businesses anytime and anywhere. They have access to highly flexible operating models – RevShare, CPA, and Hybrid – as well as over 250 payment methods.