Following a successful participation at AIBC Eurasia, Simon Westbury, Strategic Advisor at 1xBet, participated in an exclusive interview with Yogonet to reflect on a milestone year for the global operator and the strategic priorities shaping its next phase of growth. With affiliate models under increasing scrutiny and digital foundations taking centre stage, the timing of the summit offered a platform to discuss regional dynamics, regulatory complexity, and the evolving expectations placed on major brands.
In this interview, Westbury explores the importance of regionally focused events like AIBC Eurasia, the realities of operating across diverse regulatory landscapes, and how 1xBet is balancing global brand expansion with a strengthened commitment to player protection.
1xBet attended AIBC Eurasia at a time when affiliate and operator strategies are under increased scrutiny. What made AIBC Eurasia particularly relevant for 1xBet and its 1xAffiliates ecosystem right now?
There is a focus on the large-scale events, the all-singing, all-dancing shows that serve a massive purpose to the industry. However, there is still space for regionally focused shows, and AIBC Eurasia allows us to really drill down into the Eurasia market and meet all our partners and have discussions relating to the future of the region.
So, in terms of focus, the regional shows do really allow us a pinpoint focus on the region, in this case, Eurasia.
You spoke on the panel “Flashy Thrills vs. Broken Sites: Why Some Brands Still Ignore Their Digital Foundations.” Can you give us a glimpse of the topics you addressed in the talk?
This may sound obvious, but it was clear from the panel that there is no one-size-fits-all solution that suits every operator. Of course, as a global operator working in many different jurisdictions, our focus is to build brand awareness both globally and locally. We do this through global partnerships such as with FC Barcelona and FIBA, with other partnerships taking a more regional focus, namely PSG, and our recently announced partnerships with Independiente del Valle and Club Sporting Cristal.
In isolation, these partnerships are not enough and feed into a wider ecosystem that relates to our market-leading product, such as our highly personalised sportsbook that offers a large number of daily events and tools that really engage our customers. Of course, sportsbooks are not for everyone, so we also have one of the largest and most varied casino offerings in the market today.
The final piece of the jigsaw concerns how you communicate both the product and the partnerships to the customer. For this, we use various channels, affiliates to drive traffic, our CRM tools to engage with players, and social media, including influencers. SEO forms part of this value chain but is now more and more combined with other digital marketing channels to ensure reach and effectiveness.
AIBC Eurasia positions itself as a bridge between European and Asian markets. What opportunities do you see for global brands operating across such diverse regulatory and cultural environments?
Every market has its own specifics and its own intricacies. To classify Eurasia as a single entity would be a mistake. The region is a patchwork of different markets and different cultures. The challenge for any new operator attempting to enter the market is simply taking on regional powerhouses or incumbent local operators who really know the market they operate in. I would say that’s the challenge here for global brands entering the space rather than the opportunity.
The opportunity is clear; the challenge is slightly different as there are many local specific brands that may only operate in one geo in the region, but they know the jurisdiction like the back of their hand. This, coupled with existing global powerhouses such as 1xBet, really does represent a challenge to anyone trying to enter the market, in terms of appeal and differentiation.
Simon Westbury at the "Flashy Thrills vs. Broken Sites" panel
1xBet started the year by being named Sports Betting Operator of the Year at the International Gaming Awards. What does this recognition say about where the brand stands today, particularly in terms of innovation and responsible gambling?
It was an honour to win the Sports Betting Operator category at the IGA. Hot on the heels of that victory, we were crowned best Sports Betting Operator here in Dubai at SiGMA Eurasia. It is always an honour to be recognised by our peers for our outstanding product development.
The brand, as it stands today, is clearly one of the leading global gaming operators, which is driven by innovation, in the case of the highly personalised level of our sportsbook, and with a now very public focus on responsible gambling. We have various tools, such as 1xBalance, which is a player protection tool that is not intrusive, but for want of a better phrase, a gamified player protection tool for players to understand their profiles and how they can enjoy gaming in a safe and fun environment.
Further to this, we have initiatives such as 1xCup in Nigeria, which is an amateur sports tournament from which some players have gone on to win professional contracts, but importantly to us, we can use the reach of the tournament to really promote safer gambling.
Finally, we have recently released two Player Protection Indexes based on research with operators, regulators, and other stakeholders, which show the challenges faced specifically to responsible gambling in Africa and Western Europe. The third report with a LatAm focus will be released shortly and will form the basis of a new and exciting project that I look forward to discussing with you in more detail soon.
You were also recently included in the IGT Leaders 2025 list. How does personal recognition like this reflect the broader strategy and direction of the teams you work with at 1xBet?
Personal accolades are also nice, and being voted the number one leader is very humbling. However, while individual awards are always an honour, they are ultimately a reflection of the collective effort behind the brand and past personal recognition. The award is really a testament to my colleagues who work so hard.
The 1xBet strategy is clear: we are here to engage, look to the future, and work with the industry. There has been a lot of internal realignment to ensure we are on the front foot and following a path that will allow us to engage at the levels we believe will have the most impact in defining the future of the gaming industry. I am simply a very small cog in a very large wheel, so the award was really for my colleagues rather than myself.
Looking back, 2025 has been described as a milestone year for 1xBet. From a strategic standpoint, what were the key decisions or shifts that helped consolidate the brand’s global position during the last year?
It is clear that 2025 was a year of achievement for 1xBet. Past the obvious industry awards, there were more licences, more brand partnerships, and more product development.
All the achievements, coupled with the vocal focus on global player protection, meant that 1xBet truly cemented itself as one of the most recognisable global brands. This was not a monumental shift but a process of organic evolution to ensure that we are always moving forward in a positive direction.
1xBet recently commissioned The International Player Safety Index: Africa. What motivated the decision to take this continent-wide approach?
As a rule, you cannot take anything in isolation. We did the same in Western Europe to fully understand the current situation, challenges, areas for improvement, and what is being done well. Nothing can be viewed in isolation.
We took a continent approach in Africa, Western Europe, as well as LatAm, to get the widest but also deepest set of research so the industry could draw down as many learnings as possible to really push the engagement forward around the area of player protection and safer gambling.
The report highlights a clear gap between more advanced regulatory markets and those still developing. How challenging is it for a global operator to apply consistent player protection standards across such uneven regulatory landscapes?
It is a challenge, for sure. I would even venture that those perceived advanced regulatory markets have their own challenges. Nothing is perfect, and it is about open engagement across all stakeholders within the industry to ensure a fun and safe environment for players. There is no one-size-fits-all approach, but player protection is non-negotiable, so whatever the challenges, they need to be overcome.
The purpose of engagement is to ensure that each regulatory environment has the best guardrails for player protection, and we hope that with the global approach to the reports we commissioned, there will be some learnings that can be taken forward and applied in a positive manner.
Original article: https://www.yogonet.com/international/news/2026/02/20/117694–34the-1xbet-strategy-is-clear-we-are-here-to-engage-look-to-the-future-and-work-with-the-industry-34
