Simon Westbury, 1xBet: The industry must move from confusion to clarity on player protection

Simon Westbury, Strategic Advisor at 1xBet, cuts through the ‘profit vs protection’ debate ahead of his panel appearance at SBC Summit Malta, drawing on three global Player Protection Index reports to argue that the real challenge is not a binary choice but a failure of engagement between operators, governments, and society.

The tension between commercial growth and responsible gambling has never been sharper. As regulators across Europe, Africa, and Latin America tighten their grip, operators are being forced to confront a difficult question: are their player protection frameworks genuinely fit for purpose, or simply compliance dressed up as care.

Simon Westbury is a veteran of the iGaming industry and currently serves as Strategic Advisor at 1xBet. He will take the stage at SBC Summit Malta on Wednesday 29 April, joining the panel ‘Profit vs Protection: Who Is Building the Industry We Deserve?’ (14:00–15:00, Purpose, Policy & PR track).

Ahead of that session, he spoke to iGaming Republic about what the research actually shows, where the industry is falling short, and what 1xBet is preparing to launch.

This Q&A breaks down:

• Whether ‘profit vs protection’ is a genuine dilemma or a false binary, and what three global research reports reveal
• How ESG frameworks are being applied differently across Western Europe, Africa, and Latin America
• What two very different futures for the industry could look like over the next five years

Let’s dive in!

iGaming Republic: ‘Profit or Protection’ sets the tone for the panel; is it really a clear choice for operators, or is the industry finding a middle ground?

Simon Westbury: I am sure the panel is going to be interesting with a number of forthright opinions expressed by me and my colleagues. I think from the Global Series of Player Protection Index reports that were commissioned by 1xBet and produced by SBC Media, we see the answer is not as simple as simply finding a middle ground between, “Profit and Protection”.

We saw from the Western European report that Confusion reigned with operators looking for more Clarity, Consistency and Communication. In Africa, a trend emerged in which technology was not yet widely applied in the field of player protection. Across the continent, gambling was often viewed more as a pathway to wealth creation than purely as a form of entertainment, and in many jurisdictions responsibility for player protection remained largely with operators.

“Education around us an industry and clear commitment to player protection must be projected outwardly from the industry.”

Simon Westbury, Strategic Advisor at 1xBet

Finally, we saw with the LatAm report that technology was being used widely across the continent, but there were fears from operators around the development of the regulatory environments, with the main concerns being around the development of possible aggressive tax, bans on sponsorship and the lack of a definition of player protection in many markets. All leading to a situation that will put regulated operators at a bigger disadvantage to their offshore competitors and removing a possible honeymoon period of regulation on the continent.

So there are many challenges before a discussion around a choice of profit or player protection, it is not a simple solution and there are many specific challenges that need to be overcome. This is where I believe the main point comes and that is around engagement, not just with regulators, but with governments and society as a whole. Education around us an industry and clear commitment to player protection must be projected outwardly from the industry.

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iGR: In what ways are ESG frameworks shaping how operators think about player protection and responsible gambling?

SW: I think traditionally, the operators’ approach has been somewhat driven by the regulatory environment that they operate in. This has led to a rather rigid or one could straight jacket approach towards player protection and responsible gambling.

The application of these frameworks has varied wildly so it is clear that a one size fits all approach does not work. For example we have seen the application of AI and technology vary widely from continent to continent. One of the industry buzzwords of late has been AI but we have seen from the reports, and I mentioned earlier that no Africa operators were deploying AI tools, 34% of LatAm operators were deploying AI tools compared to 30% of operators in Western Europe. Juxtaposing this was that 75% of African Operators were deploying KYC checks which was more than Western Europe but less than LatAm.

Moving on technology we have seen competing views around responsible advertising, in the UK during Covid, operators undertook a voluntary ban on advertising, compared to Spain where business continued as normal. We now see a ban on gambling advertising in Spain and the UK continues to evolve here with the move to not have front of shirt sponsorships on football shirts from next season. This is a good example of where self regulation can help deter heavy handed regulatory engagement. It also shows that operators can be responsible outside of the regulation and engage with regulators in an effective and meaningful way.

Finally, there seems to be a drive to show charitable donations and staff education around safer gambling. The charitable works are notable and we have seen a number of industry foundations been set up. The staff education around player protection and safer gambling. In conjunction with this training we have seen early intervention tools developed. These of course serve a purpose and players need to have choices.

However, to my view they are rather clinical and intrusive. To me if someone thinks they have a problem the understanding and education of this is imperative. In short no one likes going to see a doctor or dentist due to the clinical nature of the experience. So we need to ensure the tools deployed are engaging and educational whilst not being intrusive which is why I am proud of the 1xBalance tool we have deployed across Africa. For want of a better phrase it is a gamified relaxed player protection tool to assist the player understand their playing habits.

“So we need to ensure the tools deployed are engaging and educational whilst not being intrusive which is why I am proud of the 1xBalance tool we have deployed across Africa.”

Simon Westbury, Strategic Advisor at 1xBet

iGR: Who is leading the way in ESG in the industry, and what lessons might other operators take from them?

SW: I cannot say too much here as we are a few weeks early, but what I can say is 1xBet will be launching a brand new initiative in the next few weeks. As I always say 1xBet always aims to be the market leader in every field it enters. This is slightly different as we will be looking to contribute rather than compete.

Although I cannot give full details to you here, I can say that the initiative will focus on continued research around player protection and safer gambling. The initiative will look to develop tools such as 1xBalance in Africa. and Aquesta con Algeria in LatAM. The final two pillars of the initiative will be focused on support and well being and to me most importantly education. Of course no pillar is more important than another.

However, I do truly believe that training, certification, awareness programmes and engagement across all industry verticals is the key to a coherent and consistent approach to player protection and safer gambling. The programme will look to have a global approach but deliver impactful results on a local level.

“I do truly believe that training, certification, awareness programmes and engagement across all industry verticals is the key to a coherent and consistent approach to player protection and safer gambling.”

Simon Westbury, Strategic Advisor at 1xBet

iGR: As the industry evolves, what could define a responsible and successful gambling ecosystem in the next five years?

SW: I think there could be two paradoxical scenarios, one where the industry engages with not just regulators but governments and societies as a whole. In most societies gambling is now viewed negatively and this allows governments and regulators to target the gambling industry under the pretence of developing effective regulatory environments which are normally driven by tax rises.

We have seen the effect of this in the Netherlands where recent regulatory changes have led to players looking to the offshore market. There are similar concerns in the UK with the increase in taxes, as well as concerns in Brazil where tax rises are being discussed and a ban on advertising is progressing.

So we face scenario 1 which is a continuation of the current path where increased regulatory measures are presented as a benefits for players but really are pushing tax rises to help governments in a fluid global economic situation.

Or we really engage as an industry, to move from confusion to a position where communication is clear, consistency a given and clarity of regulation understandable to regulators. We also need to focus on educating players around safer gambling and look to ensure that the tools and programmes are developed to provide a safe, fun and enjoyable experience for players. This will lead to a sustainable environment for both players and operators.

iGR: What are you most excited to see and hear at the SBC Summit in Malta?

SW: I love SBC Summit Malta, as it is one of the few conferences in the current calendar that really focuses on the conference aspect of the show. Yes there is an exhibition but the focus really is on discussion, knowledge exchange and thought leadership. In a World where exhibitions seem to have taken over it is nice to attend a show where knowledge exchange is put at the forefront of the show. Of course there will also be the usual SBC hospitality of dinners and parties that are always welcome.

“In a World where exhibitions seem to have taken over it is nice to attend a show where knowledge exchange is put at the forefront of the show.”

Simon Westbury, Strategic Advisor at 1xBet