Exclusive insights from iGaming strategist Simon Westbury on how 1xBet is driving sustainable expansion, enhancing player experiences, and navigating global regulation. Interview by Peter White

Simon Westbury has long been regarded as one of the sharpest strategic thinkers in the global iGaming space, with a career spanning B2B, sports betting and casinos. Having worked both as a supplier and now in an advisory role to one of the world’s largest operators, 1xBet, he brings a unique, “poacher-turned-gamekeeper” perspective to the table. His experience across regulated markets, particularly in Western Europe, and his ability to bridge strategy with execution give him a distinctive voice at a time when the industry faces rapid change.

In this exclusive interview with Sports Betting Operator, Westbury outlines how 1xBet is pursuing sustainable expansion in Europe, Africa, and Latin America while strengthening its credibility with regulators and players alike. He speaks candidly about the importance of engagement over compliance, the role of innovation that is grounded in player needs rather than hype, and why retention is just as critical as acquisition.
From leadership culture to personalization powered by technology, Westbury offers an inside view on how one of the biggest names in sports betting and casinos intends to build long-term success. Our conversation has been edited for clarity.

Image: Simon Westbury with Peter Wilkinson- White, Publisher of Sports Betting Operator 

You’ve worked extensively across B2B and sports betting. How will those experiences shape the guidance you’ll provide to a global operator like 1xBet?

Good question. This is a journey 1xBet and I have embarked on together. I see it as a long-term project. On the B2B side, I spent years trying to work with operators like 1xBet who are one of the biggest in the world, so it’s a natural fit now. We’re committed to growth in regulated markets, especially Western Europe, where I’ve got deep experience.
It’s a bit poacher turned gamekeeper. I understand how B2B pieces interlink and how to translate that into operator value. And 1xBet is huge – there’s a lot I can learn here too, which is one reason I took the role. I bring B2B, sportsbook and casino; 1xBet brings a proven, global footprint.

1xBet already has a strong international footprint. Where are the biggest opportunities for further growth – in sports books and casino gaming?

You’ll see news soon that answers this directly. We hold licenses in Spain and Ireland, and we’re seeking further expansion in Western Europe. Those licenses carry credibility. We’re very strong in Africa and we now hold 35-plus licenses worldwide. You can’t talk regulation without LatAm; we’re active there and there may be more license news coming. In short, we have regulated, sustainable expansion across Europe and LatAm while consolidating what we’ve built.

The company talks about “sustainable entry” into new markets. What does that mean in practice?

Two things. First, engage the regulator, don’t just comply. Regulation is dynamic and it evolves. We want to help shape practical rules that keep players in the regulated market rather than drifting to dot-coms. Second, player protection and safer gambling. We’ve got initiatives coming before year’s end. Sustainability is about partnering with regulators to evolve the rules and give players a safe, enjoyable experience. Let’s not forget: This is entertainment.

Regulatory environments are shifting fast. How can global brands like 1xBet not only adapt but lead on compliance and responsible gaming?
Have a seat at the table. No framework is perfect; even mature markets like the UK and Italy are revisiting legislation. Share operational insight so regulators can protect players and create attractive conditions for licensed operators. Leadership is engagement plus execution.

You’ve warned against trend-chasing in iGaming. How will you drive authentic innovation at 1xBet without getting caught in hype cycles?

Start with the player, not the buzzword. In B2B, we too often asked what the operator wanted; we should ask what the customer values. We’ve got 45,000-plus slots. Great, but most players have preferences. Use KYC in spirit – know your customer’s tastes – to present what they actually enjoy, not only what a supplier has paid to promote. AI is a tool, not a result. Define the outcome first (better experience, higher retention), then apply AI or personalization to deliver it.

Sports betting is increasingly intertwined with media and entertainment. Should casino brands evolve in a similar way to stay relevant with new generations?

Yes, but the route differs. For B2B, a big brand ambassador rarely changes outcomes and brings little value in my opinion. Streamers and influencers often move the needle more efficiently. For operators, partnerships like FC Barcelona add brand power. For studios, targeted creators can beat global sponsorships on cost and impact.

How important is it for 1xBet to balance ambitions in sports book with continued development of its casino offering?

They’re mutually reinforcing. The sports book may be more visible through sponsorships, but the casino is equally important, and we won “Casino Operator of the Year” at the SiGMA Awards. Both products must be strong.

AI and data personalization are hot topics. You’ve said AI should be seen as a tool, not a solution. Where does tech genuinely enhance the player experience?

Decide the problem first; don’t start with “AI will fix it.” Plenty of sectors still get personalization wrong. Look at generic recommendations on big platforms. In gaming, use AI/ML to improve relevance, speed and service (smarter lobbies, faster payouts, better support), always with safer gambling in mind.

You’re described as someone who bridges strategy and execution. What does that mean for your advisory role at 1xBet?

A no-bull, low-ego approach: clear strategy, followed by daily delivery. 1xBet has momentum; my job is to take it from 100 mph to 150 mph to 200 mph, through hard work, simplicity and alignment. Keep politics out. Keep execution tight.

Acquisition and retention must be interconnected. How do you align them to create a seamless player journey?

CAC is rising, so retention is critical. We focus on seamless journeys, fast payouts, relevant communication and respect for player preferences. Don’t over-market. Treat players as people, not commodities. Entertain first; value follows.

On leadership and culture – you’ve noted that not everyone is born to be a manager. How will you influence leadership development within 1xBet?

Empower people; don’t ask anything you wouldn’t do yourself. Be authentic. Manage burnout risk. We’ve moved from a bar-at-6 a.m, culture to a more-corporate, accountable industry. Build teams that can sustain that shift and still keep the hunger.

Looking ahead, what do you hope to achieve at 1xBet in the near term and where would you like the brand positioned globally in three to five years?

Near term: Expand in regulated markets, deepen supplier partnerships and localize smartly within a global brand. Three to five years: Maintain top-tier partnerships (e.g., FC Barcelona, FIBA) and add selective ones. Keep building brand power and credibility worldwide by engaging governments, regulators, and media. We want to be visible, respected and part of the conversation everywhere we operate.

Any piece of advice to the next generation of industry leaders – in casinos or sports betting?

Be brave. Be bold. Stay grounded. Work on your personal brand but don’t put it above your company. Deliver first; reputation follows. We’re lucky to work in this industry. If you don’t love it, be honest with yourself and find something else you have a passion about.

Sports Betting Operator would like to thank Simon Westbury and the 1xBet Team for providing time for this interview.

*** This interview was originally published in September 2025 Sports Betting Operator Magazine Issue 018 ***

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• Source: https://sportsbettingoperator.com/blog/simon-westbury-on-1xbets-global-growth-player-centric-innovation-regulated-market-strategy/