From new licenses to technological innovation: 1xBet’s growth strategy
Aiming for leadership: 1xBet’s plans for iGB L!VE, compliance specifics, and new markets
Exclusive interview.- At the beginning of July, London will again become the global hub of the igaming industry as it hosts iGB L!VE 2026, one of the sector’s premier events. Ahead of the exhibition, Focus spoke with a representative of international bookmaker 1xBet about the company’s plans for the event, its approach to regulated markets, the challenges of obtaining licences, and its key priorities for the second half of 2026.
With only a few days left until iGB L!VE, what are 1xBet’s goals for this event?
For us, iGB L!VE is much more than just another industry exhibition. Above all, it is an opportunity to strengthen existing business relationships, hold face-to-face meetings with prospective partners, discuss developing collaborative projects, and better understand the current market direction.
In 2026, we have focused on expanding our B2B operations and growing our partner network. As we enter the second half of the year, it is especially important to discuss new traffic acquisition opportunities, the specifics of local markets, and collaborative growth strategies.
We will pay particular attention to the regions currently showing the greatest growth potential – Latin America and Africa. These markets continue to see rapid regulatory development, while direct dialogue with leading representatives from the affiliate industry plays a vital role in 1xBet’s expansion strategy.
In addition, we will introduce several updates to our platform. These include enhanced content personalisation capabilities, improvements to our payment infrastructure, new casino gamification features, and an upgraded sportsbook. We view technological innovation as one of the key drivers of 1xBet’s long-term growth.
1xBet already holds licences in more than 35 jurisdictions. Which markets will be your primary focus for the rest of the year, and what criteria do you use when selecting new markets?
We are fully committed to expanding exclusively within regulated markets. Today, Latin America remains one of our priorities, where the brand is focused on developing a licence in Brazil, which guarantees legal operations until 2030, as well as entering the promising market of Guatemala. At the same time, the company is working to expand its regulated presence across Eastern Europe, specifically obtaining a licence in Serbia.
When evaluating a new jurisdiction, 1xBet relies on three core criteria.
The first is regulatory transparency. For any international operator, it is essential to have a clear understanding of the legal framework established by local authorities. Regulatory uncertainty remains the greatest obstacle to long-term investment.
The second criterion is market potential. We conduct a thorough analysis of mobile internet penetration, the maturity of the betting culture, and the country’s passion for sports, particularly football.
Last but not least is payment infrastructure. Today’s users expect fast, reliable, and seamless payment methods. Integrating trusted local payment solutions, such as Pix in Brazil, significantly enhances the user experience and serves as a key driver of growth in local markets.
The licensing process is becoming increasingly complex in every new jurisdiction. What are the biggest lessons 1xBet has learned from obtaining licences across different continents?
The most important lesson is that there is no universal approach. Every regulator has its own unique requirements regarding licensing, AML and KYC procedures, technical certification, and user data protection.
One of the most effective decisions for our brand has been partnering with leading local law firms and industry consultants. 1xBet has also strengthened its team by appointing top strategic advisors, including Chris Bird and Quirino Mancini, allowing us to integrate global best practices directly into the DNA of our operations. This combination enables us to navigate the licensing process more efficiently while ensuring our business is properly adapted to the regulatory requirements of each jurisdiction.
Another key takeaway has been the importance of technological flexibility. Today, operators must be prepared to quickly adjust their platforms to the specific requirements of each market, whether that involves integrating with government tax systems, complying with unique software certification standards, or completely redesigning website architecture to meet local regulations.
Given the high tax burden and strict advertising restrictions across Europe, what strategies help 1xBet operate successfully in highly regulated markets?
Our experience in mature and highly regulated European markets has given 1xBet a clear understanding that long-term business stability is impossible without open and constructive engagement with regulators.
Our successful experience in Ireland, for example, demonstrated that maintaining an ongoing dialogue with regulatory authorities allows us to adapt efficiently when entering a new market while building a sustainable long-term operating model.
At the same time, our marketing approach has evolved. As direct advertising becomes increasingly restricted or prohibited altogether, we have shifted our focus towards building a positive ecosystem around the brand in every market where we operate.
1xBet has moved away from traditional marketing in favour of large-scale sponsorships of sports clubs and leagues, as well as the creation of high-quality, value-driven native content. In 2026, our communication strategy is centred on educational initiatives, charitable projects, and responsible gaming programs.
1xBet has traditionally been closely linked to sports. How does the company assess the impact of major international tournaments on the industry’s development?
Sports sponsorship has always been a core pillar of our strategy. Major international championships, the current global national team football tournament, and continental competitions consistently generate peak user engagement and represent periods of maximum activity for betting operators.
Has this Globe Cup become a turning point? Absolutely. It has firmly cemented the industry’s transition towards a mobile-only, live-betting model. The traditional user journey, placing a pre-match bet and checking the result the next day, is no longer relevant. Today’s players expect a high-quality interactive experience. They want fast in-play markets available directly within the app and personalised bonuses delivered instantly, based on the exact moment of the live match they are watching.
For bookmakers, it means continuously enhancing their platforms, improving data processing speeds, integrating artificial intelligence, and delivering a seamless user experience.
The first half of 2026 is over. How would you assess the company’s performance, and what challenges lie ahead for the rest of the year?
The first six months of 2026 marked a period of steady growth and consolidation for 1xBet across regulated markets. Our active participation in leading industry events, including SBC Rio 2026, clearly demonstrated the strength of our strategic direction and the effectiveness of our systematic approach to implementing responsible gaming standards.
We also placed significant emphasis on strengthening our international expertise. Strategic Advisor Simon Westbury represented the company in a series of high-level industry discussions focused on regulation, the sector’s sustainable development, and the adoption of global best practices.
Looking ahead, our primary challenge for the second half of 2026 is not simply to maintain this momentum but to scale it further. Our strategic priorities include expanding our licence portfolio, strengthening collaboration with regulators, and continuing to develop a robust global partner ecosystem.
