Last week, 1xBet took part in SBC Summit Rio 2026, held in Rio de Janeiro from March 3–5, with one of the largest stands among bookmakers, using the occasion to highlight its latest research initiative. The company recently released The International Player Safety Index: Latin America, a report produced in partnership with SBC Media that examines how responsible gaming measures are being implemented across key markets in the region and the challenges that remain.
During the event, Yogonet spoke exclusively with Simon Westbury, Strategic Advisor at 1xBet, to discuss the findings of the report as well as the broader evolution of the Latin American market. In the conversation, Westbury noted that the region has gradually shifted from largely gray markets toward increasingly regulated betting environments, while also reflecting on Brazil’s growing importance, the role of player protection technologies, and the regulatory lessons emerging markets can draw from global experience.
1xBet is a global company that operates in several countries. Is there a specific market that you currently consider the most important or most in focus for the company?
I don’t think it would be correct to say that we have one priority country. Our priority is more about the type of markets we enter. As a business, our strategy is to expand into more regulated markets.
At the moment, we have more than 35 local licenses, and the key for us is to engage with the industry and ensure we are at the forefront of entering regulated jurisdictions. Our expansion strategy is based on three pillars. The first is a leading product, the second is digital marketing and customer acquisition, and the third is sponsorships, where it is allowed and appropriate.
So rather than focusing on a single country, we look at opportunities as they arise. If entering a market makes commercial sense and aligns with our strategy, we move forward. As you mentioned, 1xBet is a global company, and our objective is always to become a market leader in the jurisdictions we enter.
What role do Brazil and the wider Latin American market play within this expansion strategy?
We are currently live in Brazil. We launched there in October after obtaining our license in July last year. The brand we are operating with in Brazil is called Defy, and we chose that name because we know this will be a very competitive market. We are continuously evolving our product to ensure it appeals to local players, because our goal is to be among the leaders in the market.
Another key area we are focusing on right now is player protection. This month, we launched the Player Safety Index: Latin America. Previously, we released a similar report for Western Europe, and now we are looking more closely at the Latin American market.
What we found is very interesting. Latin America has been transitioning from largely grey markets toward more regulated environments. At the same time, the region is actually leading in the use of technology for player protection. According to the report, 69% of operators surveyed are using real-time player monitoring, and 34% are already using AI within their player protection systems.
Of course, there are still challenges. In some markets, player protection is not fully embedded in regulation. In Brazil and Argentina, it is included, but if you look at Chile, for example, it is not yet part of the regulatory framework.
What are some of the main issues in this area across the region?
An important issue is education. Our research showed that around 50% of operators say that many players in Latin America see gambling as a way to generate income rather than as entertainment.
Additionally, only 19% of operators in the region are conducting affordability checks or source-of-funds verification. That is partly because the region still has a very cash-driven economy.
Finally, regulation itself is evolving. But what we believe should be avoided are overly punitive tax regimes. For example, in Mexico, we are already seeing discussions around increased taxation. In Brazil, the tax rate is expected to reach 15% in 2028, and there have also been conversations about a possible 15% tax on deposits.
There has been something of a honeymoon period with regulation, but if taxes rise too sharply or sponsorship is banned, operators may face new challenges. When you see influencers openly saying that the offshore market is better than the regulated one, it creates additional pressure for the regulated sector.
We have the World Cup coming up. How do you see that opportunity for the Brazilian market and for 1xBet?
The World Cup is always a celebration of sport, not just football. It brings people together across the world.
This upcoming edition will be particularly interesting because it will take place across different countries and continents. For us, events like the World Cup are an opportunity not only to acquire new players but also to engage with our existing customers.
Our goal is to make sure our users have the best possible experience enjoying the tournament through our platform.
You’ve been working in this industry for quite a long time, nearly two decades. Aside from technology, what are the biggest changes you have seen during that time?
The biggest change has really been regulation.
When I started around 2008 or 2009, there wasn’t much country-by-country regulation. There were global licenses, but very few jurisdictions had their own regulatory frameworks. Over time, governments recognized that online gambling could generate tax revenue, and that drove the expansion of regulated markets.
Of course, the industry itself has evolved as well. When I first entered the sector, mobile gaming wasn’t particularly significant. Today, everything is mobile-first.
We also tend to see cycles of what I call “buzzwords.” At different times, people talked about social gaming, then mobile gaming, and now we hear a lot about AI and gamification. These are all useful tools, but they need to be applied in the right way and properly understood in order to create real value.
The UK was frequently cited as a model for gambling regulation during the show. To what extent do you think markets like Brazil can draw lessons from the UK when shaping their own frameworks?
Western Europe is often seen as a benchmark for regulation, but I don’t believe there is a one-size-fits-all solution. There are certainly lessons that can be learned from different markets, and as a global operator, we always believe in engaging with regulators. However, regulation has to be tailored to the specific characteristics of each market.
Even within Western Europe, player behavior differs significantly. A player in the UK has a different psychology from a player in Spain. Simply copying the UK model and applying it to Brazil would not necessarily work.
Instead, I think regulators can take certain key components — such as player protection frameworks and responsible gambling mechanisms — and adapt them to their local environment.
It’s also important to remember that regulators themselves operate within the policies set by governments. Sometimes they are given legislation and must then figure out how to apply it in practice.
Ultimately, collaboration is always the most effective approach. Operators, regulators, and suppliers should work together to ensure that regulation fits the market and creates a safe, sustainable environment for players.
Interestingly, our research also shows that Latin America is currently leading in some areas of player protection technology. As I mentioned earlier, 69% of operators in the region are using real-time monitoring and 34% are using AI, compared with around 30% in Europe.
I don’t think any one region should be telling the rest of the world what to do. Instead, the industry should work together globally to develop frameworks that protect players and ensure they stay within regulated markets rather than turning to offshore operators.
Original article: https://www.yogonet.com/international/news/2026/03/17/117997-1xbet-34collaboration-is-always-the-most-effective-approach-to-regulation-34
