Simon Westbury, 1xBet: “When we get a licence is not just getting a licence. We enter the market to be the industry market leader”
Shows & conferences - 27 November, 2025
During the third day of SiGMA Central Europe 2025, Focus Gaming News had the opportunity to speak with Simon Westbury, Strategic Advisor at 1xBet, to discuss the company's strategic direction, market expansion, and crucial industry topics.
Westbury began by reflecting on his evolving role at 1xBet, noting that his focus has shifted from sales KPIs to high-level strategic discussions. He remarked, “I'm now involved in some really high-level strategic discussions to benefit the company,” adding that whilst he no longer has to "make millions," he is "creating the opportunity for one expert to make more millions." He expressed enjoyment in working for "one of the biggest and most powerful in gaming," highlighting a strong alignment of mentalities.
The interview touched upon 1xBet's impressive expansion, with Westbury mentioning two new licences since their last conversation, including one in Guatemala, with another soon to be announced. He described the process of securing these as "always a good challenge, and it's always great to create these opportunities." He also underscored the significance of SiGMA Central Europe as the "finale of our year" for the company, serving as a vital platform to "touch base with the industry one more time before we retire for the year," allowing for budget setting and future planning for 2026.
A major topic of discussion was 1xBet's global player protection report series, which began with Western Europe. Westbury shared key insights, noting that whilst 60 per cent of respondents identified their primary regulatory jurisdiction, a significant 43 per cent were unhappy with the existing regulation, and 26 per cent called for greater clarity. He contended that the primary challenge isn't with regulators, but with a broader societal perception where "everyone views gambling as bad." This, he explained, dictates government-level regulation, which then leaves regulators to implement it. Westbury advocated for increased engagement with governments and greater clarity, consistency, and communication between regulators, operators, and governments to ensure an "enjoyable, entertaining but safe experience" for players. Future reports will cover Africa and LatAm, promising further diverse insights.
1xBet is taking a proactive stance on player protection, as evidenced by an upcoming webinar on the topic. Westbury affirmed, “We really want to drive that conversation, and we really want to be seen as an industry leader in terms of not just player protection, but moving the discussion forward.” He contrasted this with the industry's focus on revenue generation, stressing the importance of making money "sustainably" and ensuring players have fun responsibly. On sports betting, he highlighted its inherent excitement: "If we just add a bit more fun and excitement to that unscripted experience, we're in a good business."
Looking ahead to 2026, Westbury forecasts "more growth, more licences," with a strong focus on expanding in Western Europe, adding to their existing portfolio of over 35 licences. He conveyed 1xBet's "desire to really shape this industry and engage," aiming to be recognised as an industry leader. He cited key milestones for 2025, including a "very high-level strategic deal" soon to be announced, and the acquisition of three new licences since his tenure began, including Serbia and Guatemala. He proudly asserted, "When we get a licence, it is not just getting a licence. We enter the market to be the industry market leader," aiming to be the best and biggest. Westbury concluded by noting a perceptible shift in how the industry views 1xBet, with many acknowledging their increased openness and willingness to engage, signifying that they are successfully "moving the dial" on their strategic positioning.