INDUSTRY REGULATION
1xBet’s global vision: Simon Westbury on responsibility, regulation and growth
Simon Westbury, Strategic Advisor at 1xBet, speaks with us at the SBC Summit in Lisbon about the company’s growing commitment to player protection, regulatory engagement, and its plans for global expansion.
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imon Westbury has spent more than a decade in senior roles across the iGaming sector, bringing experience from both B2B and B2C perspectives. Known for his strategic insight and commercial acumen, Westbury joined 1xBet – one of the world’s leading online betting brands – to help guide its expansion into regulated markets and deepen its commitment to responsible gaming.
GIO: Simon, how has your role at 1xBet developed so far? Simon Westbury: It’s been a busy and exciting period. We’re speaking on the final morning of the SBC Summit Lisbon, and it’s been an energetic four days. I’ve really seen the value of being closer to both partners and regulators, and it’s helped reinforce what we’re doing as a business – focusing on responsibility, regulation, and communication.
We recently launched our player protection and regulation report – International Player Safety Index – in partnership with SBC, which has been a key milestone. It underlines our belief that the industry needs more communication, consistency, and transparency in how regulation and player protection are managed across different markets.
GIO: Please tell us more about that report – how it came together and what you learned. SW: The report took about three to four months to complete. We worked closely with SBC, but they managed the research independently – interviewing operators, regulators, and even NGOs.
One of the most striking findings was how inconsistency in enforcement and lack of dialogue with regulators are holding the industry back. For example, 60 per cent of respondents rated the regulations in their key jurisdiction as strong, but 43 per cent said they were still dissatisfied, often because of poor communication. Some operators admitted they avoid contacting regulators for fear of looking uninformed, while others – such as those in Portugal – want to intervene earlier in responsible gaming cases but aren’t permitted to under local frameworks. That tells you we need a more collaborative approach globally.
GIO: Is this report a one-off initiative, or part of something broader? SW: It’s absolutely part of a broader strategy. The first report focused on Western Europe, which tends to set the benchmark for player protection. Our next study will look at Africa, followed by Latin America and other emerging regions. Each market is unique – global reach doesn’t mean one-size-fits-all. Player protection has to be localised, tailored to different cultural and regulatory contexts. Personalisation is still lacking in this area, and we want to drive that conversation forward.
GIO: Will SBC remain your partner for future reports? SW: Yes. SBC has been a fantastic partner for us. I’ve known Rasmus, Andy, and the team for years – they’ve grown from a small content-led start-up into what I’d call the most complete show in gaming. They’ve managed to scale while keeping their integrity and sense of community. This partnership goes beyond reports – it’s about shared values. We’re aligned on the importance of open industry dialogue and continuous learning.
GIO: Speaking of SBC, how have you found this year’s Lisbon event? SW: It’s been outstanding. The energy and engagement have been incredible – I’ve barely had a moment to myself! The event has grown organically year after year, and it now brings together every corner of the industry, from operators to suppliers and regulators. SBC always adds unique touches – from the football legends match to the C-level dinner and the awards night – it really is a 360-degree experience.
GIO: Looking ahead, what’s next for 1xBet? SW: We’re committed to expanding into more regulated markets worldwide. There are several developments I can’t discuss just yet, but I expect some announcements before the end of the year. We also recently signed a three-year extension of our partnership with Paris Saint-Germain, which I’m very proud of. On a personal note, meeting Claude Makélélé here in Lisbon was a highlight – and yes, he beat me at virtual pinball! On the business side, we’ll continue to strengthen partnerships with event organisers and media outlets in each region we enter. Collaboration is the key to sustainable growth.
GIO: You mentioned a webinar in November – what’s the goal there? SW: The webinar on 12 November will dive deeper into the player protection report and give the industry a chance to ask questions and share perspectives. There’s no point publishing research if you don’t use it to advance the conversation.
For 1xBet, it’s not about making noise at an event and then moving on – it’s about keeping the dialogue alive and working with others to improve standards across the board.
GIO: Any final thoughts? SW: Just that it’s been great to see such positivity and progress in Lisbon. The industry is evolving, and as we expand, 1xBet will continue to champion responsibility, transparency, and collaboration. Those principles are at the heart of what we do.
Readers can download a copy of the International Player Safety Index mentioned in the article via this link:
https://sbcnews.co.uk/ international-player-safety-index-western-europe
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