Simon Westbury, 1xBet: “I think the ‘honeymoon period’ of regulation in Latin America may be coming to an end”

Shows & conferences - 22 April, 2026

During SiGMA South America in Brazil, Focus Gaming News conducted an insightful end-of-event interview with Simon Westbury, Strategic Advisor at 1xBet, continuing their now traditional closing-day conversation. Drawing on the company’s latest LatAm research report, Westbury shared key insights into the region’s evolving gaming landscape and the lessons learned from other global markets. He highlighted that Latin America is “leading the way” in player protection, particularly through the adoption of technology. According to the report, 69 per cent of operators are using real-time player monitoring, while 34 per cent are already implementing AI for player protection — surpassing Western Europe’s 30 per cent. Additionally, 84 per cent of operators in the region conduct KYC (Know Your Customer) checks, compared to 75 per cent in Africa and 74 per cent in Western Europe. While noting that the data is based on respondent feedback, Westbury stressed that it provides a strong indication of the region’s progress. However, he also raised concerns regarding regulation across the continent. Potential tax increases, sponsorship restrictions in Brazil, and already high tax rates in markets such as Mexico — which has reached 50 per cent of GGR — pose significant challenges. “When you raise taxes beyond the late 20s or early 30s, the market becomes very tough for everyone,” he explained, warning that excessive taxation could undermine the viability of regulated markets and push players towards unregulated alternatives. In this context, he suggested that “the honeymoon period of Latin American regulation is maybe coming to an end,” emphasising the need for balanced frameworks that prioritise both player protection and sustainable growth. A major concern identified in the report is player perception. Westbury noted that around 50 per cent of operators in LatAm report that players still view gambling as a source of income — a trend also observed in Africa, but far less prevalent in Western Europe, where gambling is primarily seen as a social activity. He stressed the importance of education, stating that the industry must reinforce the message that gambling is entertainment, not a means of generating income. To address this, 1xBet has developed tools such as “1x Balance”, a gamified and non-intrusive feature designed to engage players early and encourage responsible behaviour before reaching the stage of self-exclusion. Finally, Westbury addressed how a global operator like 1xBet approaches localisation in markets such as Brazil. With more than 35 local licences, the company operates with dedicated in-market teams and adapts its product offering to each region. Its strategy combines global expertise with local partnerships, tailored content and targeted sponsorships to build trust with players. He cautioned that companies entering LatAm with a purely global mindset often struggle, particularly if they fail to adapt to local culture, language and consumer behaviour. Westbury concluded by emphasising the importance of local knowledge, flexibility and long-term engagement in successfully navigating the region’s dynamic and rapidly evolving market.