Unique insights from iGaming strategist Simon Westbury on how 1xBet is driving sustainable enlargement, enhancing participant experiences, and navigating international regulation. Interview by Peter White
Simon Westbury has lengthy been thought to be one of many sharpest strategic thinkers within the international iGaming house, with a profession spanning B2B, sports activities betting and casinos. Having labored each as a provider and now in an advisory function to one of many world’s largest operators, 1xBet, he brings a novel, “poacher-turned-gamekeeper” perspective to the desk. His expertise throughout regulated markets, significantly in Western Europe, and his potential to bridge technique with execution give him a particular voice at a time when the trade faces fast change.
On this unique interview with Sports activities Betting Operator, Westbury outlines how 1xBet is pursuing sustainable enlargement in Europe, Africa, and Latin America whereas strengthening its credibility with regulators and gamers alike. He speaks candidly concerning the significance of engagement over compliance, the function of innovation that’s grounded in participant wants fairly than hype, and why retention is simply as important as acquisition.From management tradition to personalization powered by know-how, Westbury gives an inside view on how one of many greatest names in sports activities betting and casinos intends to construct long-term success. Our dialog has been edited for readability.
Picture: Simon Westbury with Peter Wilkinson- White, Writer of Sports activities Betting Operator
You’ve labored extensively throughout B2B and sports activities betting. How will these experiences form the steerage you’ll present to a world operator like 1xBet?
Good query. It is a journey 1xBet and I’ve launched into collectively. I see it as a long-term mission. On the B2B aspect, I spent years making an attempt to work with operators like 1xBet who’re one of many greatest on the earth, so it’s a pure match now. We’re dedicated to progress in regulated markets, particularly Western Europe, the place I’ve obtained deep expertise.It’s a bit poacher turned gamekeeper. I perceive how B2B items interlink and learn how to translate that into operator worth. And 1xBet is big – there’s quite a bit I can be taught right here too, which is one motive I took the function. I carry B2B, sportsbook and on line casino; 1xBet brings a confirmed, international footprint.
1xBet already has a powerful worldwide footprint. The place are the most important alternatives for additional progress – in sports activities books and on line casino gaming?
You’ll see information quickly that solutions this immediately. We maintain licenses in Spain and Eire, and we’re looking for additional enlargement in Western Europe. These licenses carry credibility. We’re very sturdy in Africa and we now maintain 35-plus licenses worldwide. You may’t speak regulation with out LatAm; we’re energetic there and there could also be extra license information coming. Briefly, we’ve regulated, sustainable enlargement throughout Europe and LatAm whereas consolidating what we’ve constructed.
The corporate talks about “sustainable entry” into new markets. What does that imply in apply?
Two issues. First, interact the regulator, don’t simply comply. Regulation is dynamic and it evolves. We need to assist form sensible guidelines that preserve gamers within the regulated market fairly than drifting to dot-coms. Second, participant safety and safer playing. We’ve obtained initiatives coming earlier than yr’s finish. Sustainability is about partnering with regulators to evolve the foundations and provides gamers a secure, pleasant expertise. Let’s not overlook: That is leisure.
Regulatory environments are shifting quick. How can international manufacturers like 1xBet not solely adapt however lead on compliance and accountable gaming?Have a seat on the desk. No framework is ideal; even mature markets just like the UK and Italy are revisiting laws. Share operational perception so regulators can defend gamers and create engaging circumstances for licensed operators. Management is engagement plus execution.
You’ve warned in opposition to trend-chasing in iGaming. How will you drive genuine innovation at 1xBet with out getting caught in hype cycles?
Begin with the participant, not the buzzword. In B2B, we too typically requested what the operator needed; we should always ask what the shopper values. We’ve obtained 45,000-plus slots. Nice, however most gamers have preferences. Use KYC in spirit – know your buyer’s tastes – to current what they really get pleasure from, not solely what a provider has paid to advertise. AI is a instrument, not a end result. Outline the result first (higher expertise, larger retention), then apply AI or personalization to ship it.
Sports activities betting is more and more intertwined with media and leisure. Ought to on line casino manufacturers evolve in an identical option to keep related with new generations?
Sure, however the route differs. For B2B, a giant model ambassador hardly ever adjustments outcomes and brings little worth for my part. Streamers and influencers typically transfer the needle extra effectively. For operators, partnerships like FC Barcelona add model energy. For studios, focused creators can beat international sponsorships on price and influence.
How necessary is it for 1xBet to steadiness ambitions in sports activities guide with continued improvement of its on line casino providing?
They’re mutually reinforcing. The sports activities guide could also be extra seen by sponsorships, however the on line casino is equally necessary, and we gained “On line casino Operator of the Yr” on the SiGMA Awards. Each merchandise have to be sturdy.
AI and knowledge personalization are scorching matters. You’ve stated AI needs to be seen as a instrument, not an answer. The place does tech genuinely improve the participant expertise?
Determine the issue first; don’t begin with “AI will repair it.” Loads of sectors nonetheless get personalization incorrect. Take a look at generic suggestions on massive platforms. In gaming, use AI/ML to enhance relevance, pace and repair (smarter lobbies, quicker payouts, higher assist), all the time with safer playing in thoughts.
You’re described as somebody who bridges technique and execution. What does that imply on your advisory function at 1xBet?
A no-bull, low-ego strategy: clear technique, adopted by every day supply. 1xBet has momentum; my job is to take it from 100 mph to 150 mph to 200 mph, by laborious work, simplicity and alignment. Maintain politics out. Maintain execution tight.
Acquisition and retention have to be interconnected. How do you align them to create a seamless participant journey?
CAC is rising, so retention is important. We concentrate on seamless journeys, quick payouts, related communication and respect for participant preferences. Don’t over-market. Deal with gamers as individuals, not commodities. Entertain first; worth follows.
On management and tradition – you’ve famous that not everyone seems to be born to be a supervisor. How will you affect management improvement inside 1xBet?
Empower individuals; don’t ask something you wouldn’t do your self. Be genuine. Handle burnout danger. We’ve moved from a bar-at-6 a.m, tradition to a more-corporate, accountable trade. Construct groups that may maintain that shift and nonetheless preserve the starvation.
Wanting forward, what do you hope to attain at 1xBet within the close to time period and the place would you just like the model positioned globally in three to 5 years?
Close to time period: Develop in regulated markets, deepen provider partnerships and localize neatly inside a world model. Three to 5 years: Keep top-tier partnerships (e.g., FC Barcelona, FIBA) and add selective ones. Maintain constructing model energy and credibility worldwide by participating governments, regulators, and media. We need to be seen, revered and a part of the dialog in all places we function.
Any piece of recommendation to the subsequent technology of trade leaders – in casinos or sports activities betting?
Be courageous. Be daring. Keep grounded. Work in your private model however don’t put it above your organization. Ship first; repute follows. We’re fortunate to work on this trade. Should you don’t find it irresistible, be trustworthy with your self and discover one thing else you have got a ardour about.
Sports activities Betting Operator want to thank Simon Westbury and the 1xBet Crew for offering time for this interview.
*** This interview was initially printed in September 2025 Sports activities Betting Operator Journal Situation 018 ***
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