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 on line casino.
Having labored each as a provider and now in an advisory position 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 means to bridge technique with execution give him a particular voice at a time when the business faces fast change.
On this unique interview with Sports activities Betting Operator, Westbury outlines how 1xBet is pursuing sustainable growth in Europe, Africa, and Latin America, whereas strengthening its credibility with regulators and gamers alike. He speaks candidly in regards to the significance of engagement over compliance, the position of innovation grounded in participant wants reasonably than hype, and why retention is simply as important as acquisition. From management tradition to personalisation powered by know-how, Westbury presents an inside view on how one of many greatest names in sports activities betting and on line casino intends to construct long-term success.
Q: You’ve labored extensively throughout B2B and sports activities betting. How will these experiences form the steering you’ll present to a worldwide operator like 1xBet?
Simon: Good query. This can be a journey 1xBet and I’ve launched into collectively, and I see it as a long-term mission. On the B2B facet, I spent years attempting to work with operators like 1xBet who’re one of many greatest on this planet and so it’s a pure match now. We’re dedicated to progress in regulated markets, particularly Western Europe, the place I’ve bought deep expertise.
It’s a bit poacher-turned-gamekeeper: I perceive how B2B items interlink and easy methods to translate that into operator worth. And 1xBet is big—there’s lots I can be taught right here too, which is one purpose I took the position. I carry B2B, sportsbook, and on line casino; 1xBet brings a confirmed, international footprint.
Q: 1xBet already has a robust worldwide footprint. The place are the most important alternatives for additional progress—in sportsbook and on line casino?
Simon: You’ll see information quickly that solutions this straight. Excessive degree: we maintain licences in Spain and Eire and we’re looking for additional growth in Western Europe; these licences carry credibility. We’re very sturdy in Africa, and we now maintain 35+ licences worldwide. You possibly can’t discuss regulation with out LatAm; we’re energetic there and there could also be extra licence information coming. In brief: regulated, sustainable growth throughout Europe and LatAm whereas consolidating what we’ve constructed.
The corporate talks about “sustainable entry” into new markets. What does that imply in follow?
Simon: Two issues. First, interact the regulator, don’t simply comply. Regulation is dynamic and it evolves. We wish to assist form sensible guidelines that maintain gamers within the regulated market reasonably than drifting to .com. Second, participant safety and safer playing. We’ve bought initiatives coming earlier than year-end. Sustainability is about partnering with regulators to evolve the principles and giving 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?
Simon: 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 enticing situations for licensed operators. Management is engagement plus execution.
You’ve warned towards trend-chasing in iGaming. How will you drive genuine innovation at 1xBet with out getting caught in hype cycles?
Simon: 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 bought 45,000+ 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 consequence. Outline the result first (higher expertise, larger retention), then apply AI or personalisation to ship it.
Sports activities betting is more and more intertwined with media and leisure. Ought to on line casino manufacturers evolve in an analogous strategy to keep related with new generations?
Simon: Sure, however the route differs. For B2B, an enormous model ambassador hardly ever adjustments outcomes and brings little worth for my part; whereas 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 value and affect.
How vital is it for 1xBet to steadiness ambitions in sportsbook with continued improvement of its on line casino providing?
Simon: They’re mutually reinforcing. The sportsbook could also be extra seen by sponsorships, however on line casino is equally vital, and we gained On line casino Operator of the Yr on the SiGMA Awards. Each merchandise have to be sturdy.
AI and information personalisation are sizzling subjects. You’ve stated AI ought to be seen as a instrument, not an answer. The place does tech genuinely improve the participant expertise?
Simon: Resolve the issue first; don’t begin with “AI will repair it.” Loads of sectors nonetheless get personalisation unsuitable, take a look at generic suggestions on huge platforms. In gaming, use AI/ML to enhance relevance, pace, and repair (smarter lobbies, sooner payouts, higher help), at all times with safer playing in thoughts.
You’re described as somebody who bridges technique and execution. What does that imply in your advisory position at 1xBet?
Simon: A no-bull**, low-ego** method: clear technique, then day by day supply. 1xBet has momentum; my job is to take it from 100mph to 150mph to 200mph, by onerous work, simplicity, and alignment. Hold politics out; maintain execution tight.
Acquisition and retention have to be interconnected. How do you align them to create a seamless participant journey?
Simon: CAC is rising, so retention is important. We concentrate on seamless journeys, quick payouts, related comms, 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 not everyone seems to be born to be a supervisor. How will you affect management improvement inside 1xBet?
Simon: Empower individuals; don’t ask something you wouldn’t do your self. Be genuine. Handle burnout threat. We’ve moved from a bar-at-6am tradition to a extra company, accountable business. Construct groups that may maintain that shift and nonetheless maintain the starvation.
Wanting forward, what do you hope to realize at 1xBet within the close to time period, and the place would you just like the model positioned globally in 3–5 years?
Simon: Close to time period: increase in regulated markets, deepen provider partnerships, and localise neatly inside a worldwide model.
Three to 5 years: keep top-tier partnerships (e.g., FC Barcelona, FIBA) and add selective ones. Hold constructing model energy and credibility worldwide by participating governments, regulators, and media. We wish to be seen, revered, and a part of the dialog all over the place we function.
Q: One piece of recommendation to the following era of business leaders, in on line casino or sports activities betting?
Simon: 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 business and in the event you don’t like it, be sincere with your self and discover one thing else you could have a ardour about.
Further Data
The Worldwide Participant Security Index
The Worldwide Participant Security Index, commissioned by 1xBet and produced by SBC Media, offers the primary in-depth benchmarking of participant safety practices throughout key Western European markets. Drawing on insights from regulators, operators, and business leaders, this report identifies what’s working, the place the gaps lie, and what the long run holds for safer playing.
Why This Report Issues
Uncovering Regulatory GapsWhile over 60% of surveyed operators imagine regulation of their major market is efficient, the fact is that inconsistent guidelines make it almost inconceivable to use one gold customary throughout borders. The report highlights how various affordability checks, deposit limits, and monitoring necessities create complexity—and, in some instances, unintended dangers for gamers.
Operator and Regulator Views
This research captures candid, nameless suggestions from each regulators and operators throughout the UK, Germany, Spain, Italy, Portugal, the Netherlands, Denmark, Sweden, and Eire. The insights reveal frustrations with unclear tips, challenges in making use of constant measures, and alternatives for collaboration to enhance safer playing outcomes.
Key Areas of Focus
The report dives deep into probably the most urgent points in participant security, together with:
Participant monitoring: Recognizing hurt early by AI-driven insights.
Affordability checks: Balancing monetary accountability with private freedom.
Self-exclusion schemes: Their effectiveness—and the chance of driving gamers to unregulated markets.
Cross-border consistency: Why cultural and political variations make uniform requirements elusive.
What The Report Comprises
Fashionable historical past of regulation in Western Europe and the way fast change has reshaped the business.
Case research from markets like Germany, Spain, and Portugal, the place regulation typically clashes with sensible participant safety.
Future tendencies, together with the position of AI, customized interventions, and multi-operator instruments in shaping safer playing.
The regulator-operator relationship—how clearer communication may cut back hurt and construct sustainable practices.
The Highway Forward
The findings level to a shared dedication to safer playing, but additionally underline the urgency for extra readability, consistency, and collaboration. As AI-driven monitoring, customized interventions, and stricter rules achieve traction, the business faces each challenges and alternatives.
This report is not only a snapshot of right this moment’s regulatory panorama—it’s a roadmap for tomorrow. Whether or not you’re an operator, regulator, provider, or policymaker, the insights right here will enable you anticipate adjustments, keep away from compliance pitfalls, and create frameworks that defend each gamers and the long-term well being of the business.
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